Some cricketers possess an unmistakable presence when they walk out to bat. Vivian Richards of the West Indies was one. He swaggered, smiled, oozed confidence and menace, chewed gum and eschewed a helmet in favor of a cap. His style of entrance may have set a precedent for others to build their own individual brands as cricketers in an era of universal television coverage.
Chris Gayle, another West Indian, the self-styled “Universe Boss,” was one who did that across all formats. An imposing presence as soon as he stepped onto the cricket field, Gayle took to the T20 format very quickly, establishing himself as a free-scoring, aggressive batter to be feared. He also proved himself at Test level, capable of batting at length. In 2010, he batted almost 10 hours in scoring 333 against Sri Lanka, becoming only the fourth batsman to score two Test triples. Both Gayle and Richards now live out of the limelight, their cricketing reputations intact.
In previous eras, the great and charismatic players of the time did not have the media exposure that is available to current players. In the immediate years after 1945, Denis Compton of England and Keith Miller of Australia were two players who excited crowds with their charisma, becoming icons at a time of national recovery from war. Compton was one of the first cricketers to be used in consumer advertising, as the face of Brylcreem, a hair cream.
It is now commonplace for cricketers to endorse consumer products, other than cricket equipment. A number of them have developed their own brand values. An outstanding example of this is Virat Kohli, who has transcended his ability as a cricketer to become an international icon. His decision to retire from Test cricket, announced on
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