Virat Kohli’s brand value is likely to have gone up by 20-25% when he was appointed captain of India’s One Day International and Twenty20 teams and it is likely to increase more, especially if his ongoing purple patch continues, said sports marketing executives.

Kohli’s brand value was pegged at $ 92 million, second only to actor Shahrukh Khan’s at $131 million, according to an October 2016 report on India’s most valued celebrity brands published by Duff & Phelps, a global valuation and corporate finance advisory firm.

That number may have since increased.

Kohli has now scored double centuries in four consecutive series (over the past six months). In 2016-17, he has scored the most test runs by an Indian in a home test season (1206) with four matches to come.

If he does as well in the forthcoming home series against Australia, he will likely move ahead of Australian captain Steve Smith, who is on top of the ICC test batsmen ranking. Kohli is at 895 points. Smith is at 933 points. The highest Sachin Tendulkar reached was 898 points. Only one Indian, Sunil Gavaskar (916) has crossed 900 points.

“Performance improves the perceived value of a brand ambassador,” said Tuhin Mishra, co-founder and managing director of Baseline Ventures, a sports marketing, entertainment and licensing firm. As does position. “The moment Virat Kohli became captain of ODI and T20, his value would have gone up by 20-25% as is the norm,” Mishra added.