Suryakumar Yadav’s evolution over the last few years has been nothing short of transformational—both on the cricket field and in the commercial arena. Widely known as “SKY” and celebrated for his audacious 360-degree stroke play, the Mumbai-born batter has now emerged as one of Indian sport’s most bankable brand faces. His rise as a brand ambassador over the past year mirrors his dominance in international cricket, making him a compelling choice for marketers across categories.

On-Field Excellence Fuels Brand Power

The foundation of Suryakumar Yadav’s growing brand equity lies firmly in performance. His 2025 Indian Premier League season was historic. Representing Mumbai Indians, Yadav was named the Most Valuable Player (MVP) of IPL 2025 after scoring 717 runs in 16 matches. In doing so, he became the first non-opener in IPL history to cross the 700-run mark in a single season, a milestone that underscored both his consistency and adaptability.

That momentum carried into international cricket. In September 2025, Yadav led India to a clean sweep victory in the Asia Cup, winning all seven matches in the T20 tournament. As India’s T20I captain, appointed in July 2024, he has maintained an unbeaten record in bilateral series. Under his leadership, India has registered victories against Australia, South Africa, Sri Lanka and England, with a win percentage exceeding 80%.

The shift from elite performer to effective decision-maker has elevated his stature. For brands, leadership adds a layer of credibility that pure performance cannot. Yadav now represents not just flair and innovation, but also authority, consistency and composure under pressure.

A Rapid Surge in Commercial Value

This on-field dominance has translated seamlessly into commercial success. Since January 2025, Suryakumar Yadav’s brand value has grown by an estimated 80–90%, reflecting a sharp spike in demand among advertisers.

Currently, Yadav has around 26 active endorsement deals, marking a 25% increase from the previous year. He has added six new brands in the last 12 months alone, and his per-day endorsement fee has jumped by 60–70%, now standing at approximately Rs 2.5 crore.

What sets Yadav apart is the diversity of categories he represents. From sportswear and travel to financial services, FMCG, and TMT steel bars, his appeal cuts across consumer segments. This wide-ranging portfolio reinforces his image as a versatile, pan-India icon rather than a niche sports celebrity.

The Power of Authenticity and Relatability

Beyond numbers, marketers are drawn to Suryakumar Yadav’s persona. On the field, he is explosive yet dependable. Off it, he comes across as accessible, grounded and relatable. His social media presence offers fans a glimpse into his everyday life—moments with his wife Devisha Shetty, time spent with his dogs, and candid behind-the-scenes snippets that humanise a global cricket star.

“It’s his effortless brilliance, the way he feels and plays the game, that really excites marketers,” says Nikhil Bardia, Head of RISE Worldwide, the agency that represents Yadav. “He’s clearly emerged as a leader of the next-generation pack.”

This balance between excellence and approachability has made him particularly appealing to brands looking to connect with younger audiences without losing credibility among traditional cricket fans.

A Name That Sells Stories

One of the most distinctive aspects of Yadav’s endorsements is how brands creatively leverage his name and nickname. Known universally as “SKY” or “Mr 360”, his identity offers rich narrative possibilities.

In September 2025, Skyscanner appointed Yadav as its first-ever brand ambassador in India. The campaign cleverly positioned him as the “Mr 360 of travel”, drawing parallels between his unconventional batting and the platform’s ability to offer comprehensive travel options.

“We chose SKY for his genuine rapport with people across India,” says Vipin Grover, Marketing Head, Skyscanner. “He brings authenticity, fun and a relatable voice to the brand. He connects naturally with India’s massive cricket and travel-loving audience, making Skyscanner feel more friendly and approachable.”

Similarly, ICICI Prudential’s ‘Sky is the Limit’ campaign used his 360-degree batting style as a metaphor for all-round financial protection, linking his consistency and versatility to the insurer’s life and protection products.

Yadav has also partnered with SKY TMT and Surya Pipes, further underlining how brands are tapping into the creative flexibility of his name across sectors.

“The word ‘sky’ is limitless and offers a powerful creative canvas,” Bardia explains. “What excites brands is the broader narrative. That flexibility allows them to build strong, differentiated stories around him.”

A Favourite Among Global Cricket Sponsors

Yadav’s appeal extends beyond Indian advertisers. Nearly 40% of the ICC’s partners for the upcoming T20 World Cup have signed him as an endorser. These include global names such as DP World, Royal Stag and Coca-Cola.

For an Indian national team captain, especially with India being a critical market for international sponsors, this alignment is significant.

“ICC partners are already embedded in the cricket ecosystem and naturally look to activate their investments around marquee events,” Bardia says. “Following SKY’s appointment as T20 captain, there was a clear opportunity for brands to maximise value through timely, strategic associations.”

A Brand Built Over Time

Despite the recent surge, Yadav’s commercial success has not been overnight. His brand has been built steadily over the past four to five years. The major inflection point came after India’s T20 World Cup triumph in 2024, followed by his elevation to captaincy, which dramatically increased both his visibility and perceived stature.

“For brands looking to activate around cricket, he’s a clear front-runner,” says Bardia. “But we’ve also been very deliberate about choosing the right partners.”

This selectivity has helped protect Yadav’s brand from overexposure, ensuring that each association feels organic rather than transactional.

Digital Reach and Fan Engagement

Yadav’s growing influence is amplified by his strong digital presence. He currently boasts 19.3 million followers on Instagram, having added 2.6 million followers in the past year alone. Three months ago, he launched his YouTube channel, which has already crossed 3.09 lakh subscribers.

Importantly, monetisation is not the immediate goal.

“Cricket performance ultimately drives brand interest,” Bardia notes. “Digital platforms are an advantage because they help bring fans closer, but authenticity comes first.”

According to him, Yadav’s brief to his team was clear: focus on building genuine engagement. Commercial returns, he believes, will follow naturally.

“An athlete is nothing without fandom,” Bardia adds. “Fan connection is critical, and authenticity is the most valuable currency in that relationship.”

Investing Beyond Endorsements: The EM5 Partnership

Suryakumar Yadav’s brand journey has also entered a new phase—one that goes beyond traditional endorsements. In a significant move, he recently made an undisclosed investment in D2C fragrance brand EM5 and joined the company as a partner.

In a statement, EM5 described the partnership as being “rooted in strong audience alignment and shared sensibilities.”

“EM5 is a young, homegrown brand that’s genuinely committed to changing the fragrance game in India,” Yadav said. “As an investor and partner, I’m excited to be part of a journey that’s building something authentic, digital-first, and rooted in India.”

Inside EM5’s Growth Story

Founded in 2022 by Shashank Chourey, EM5 is an Indore-based D2C brand that manufactures its products in-house. Its portfolio includes perfumes, roll-ons, solid scents, body mists, car perfumes, scented candles, foot sprays and beard balms. The brand sells through its own website, online marketplaces and quick commerce platforms.

EM5 gained wider visibility after appearing on Shark Tank India 4 and was featured on Inc42’s FAST42 list in 2025. Financially, the bootstrapped startup has shown rapid growth, clocking INR 7.08 Cr in revenue in FY24, a fourfold jump from INR 1.43 Cr in FY23.

The company positions itself around affordable pricing, non-alcoholic formulations and cruelty-free practices, catering to everyday Indian consumers. Rather than aspirational luxury, EM5 builds its scents around familiar moods, confidence and lived Indian experiences.

A Strategic, Cultural Partnership

The partnership with Yadav was unveiled through a digital announcement film referencing Phir Hera Pheri, tapping into his internet persona with a light, relatable tone.

“Having someone like SKY believe in what we are building is deeply motivating,” said Shashank Chourey, Founder of EM5. “We wanted to reflect his off-field personality that people genuinely connect with.”

Aman Gupta, Co-founder of boAt and an investor in EM5, echoed the sentiment: “The more we explored potential faces for the brand, the more Suryakumar felt like a natural fit.”

The collaboration aims to strengthen EM5’s presence across India at a time when investor interest in D2C fragrances is surging. The sector is benefiting from the rise of affordable luxury, clean ingredients and increasing purchasing power among Gen Z consumers. Recently, Secret Alchemist raised $3 Mn (INR 27.1 Cr) in a seed round led by Unilever Ventures.

All of this plays into the broader Indian beauty and personal care market, which is expected to grow into a $28 billion-plus opportunity by 2030.

The SKY Advantage

Suryakumar Yadav today represents a rare convergence of performance, personality and purpose. Whether leading India on the field, anchoring global campaigns, or investing in emerging Indian brands, his influence continues to expand. For brands betting big on credibility, cultural relevance and long-term impact, SKY is no longer just a star—he is a strategic asset.

With inputs from agencies

Image Source: Multiple agencies

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