ET NEWS

After sporting superstars Virat Kohli and Rohit Sharma exited T20 internationals and Tests, India's next generation of cricketers is stepping into the endorsement spotlight. Eager to plug the vacuum left by two of the country's biggest sporting icons, experts said advertisers are aligning with younger stars who appeal directly to Gen-Z consumers.The team's Asia Cup triumph is set to lift advertiser confidence in cricketers.Shubman Gill is expected to see a surge in his brand endorsement value. Industry executives peg his endorsement fee at nearly ₹5 crore for a single day of engagement annually, placing him in a rarefied league of commercial athletes. His social media following and clean, aspirational image have made him a go-to choice for top-tier brands.Suryakumar Yadav, India's T20 captain and one of the format's most destructive batters, remains hot property too, commanding about ₹1.5 crore for a day's association.Experts say these stars' proven match-winning ability keeps them relevant across categories ranging from beverages to tech-driven consumer products.Both Gill and Yadav endorse over a dozen brands each while Abhishek Sharma and Tilak Varma have featured in campaigns of brands like Realme, Birla Opus, John Jacob's, and Big Basket.Emerging faces are beginning to make their mark as well. Tilak, valued at around ₹1 crore for a two-day association, has built his reputation on reliability, while Abhishek, priced at ₹1.5 crore for a two-day association, has captured attention with his fearless batting and Gen-Z connect.Both are already drawing interest from fashion, fintech, and digital-first brands that see them as cultural connectors as much as athletes, say executives aware of discussions."The retirement of Virat Kohli and Rohit Sharma from multiple formats has created a vacuum in the endorsement ecosystem. Gen-Z cricketers such as Shubman Gill, Suryakumar Yadav, Abhishek Sharma, and Tilak Varma are stepping into that space, not merely as sporting icons but as cultural touchpoints. Their resonance with younger audiences positions them as multi-category assets, appealing equally to FMCG, fashion, fintech, and digital-first brands seeking to embed themselves in contemporary youth culture," said PMG Sports CEO Melroy Dsouza.The shift reflects a wider trend in sports marketing. Athlete endorsements in India jumped 32% in 2024 to ₹1,224 crore, according to GroupM, with cricket continuing to dominate.According to market estimates, top cricketers like Kohli and Sharma charge anywhere between ₹3.5 crore and ₹7 crore per endorsement deal."Rising talents such as Gill and Yadav are poised to draw a wider slate of endorsements, while emerging names like Abhishek Sharma and Tilak Varma, who also carry a strong regional persona that endears them to local brands, are beginning to command growing interest," said Ajimon Francis, managing director, Brand Finance India."Unlike earlier generations, this crop of cricketers is approaching fame as a multi-channel business. Their focus, industry insiders say, is on leveraging popularity to build lasting value rather than chasing short-term visibility," he noted.The retirements of Kohli and Sharma have left an undeniable void, but advertisers see it as an opening. For brands seeking to embed themselves in contemporary youth culture, Gen-Z cricketers are not just athletes. They are lifestyle icons with pan-India reach and digital-first appeal.Some experts feel that consistency and not one-off performances build long-term value.

A strong earthquake with a preliminary magnitude of 6.7 shook the central Philippines Tuesday night, sending people dashing out into streets, damaging a stone church and knocking out power in some areas.The earthquake was centred about 17 kilometres northeast of Bogo city in Cebu province, and was caused by movement in a local fault. The Philippine Institute of Volcanology and Seismology said it expected damage and aftershocks.Power went out in the Cebu province town of Daanbantayan, where the stone church is located. The extent of the damage to the church was not immediately known.— QuakeAlerts (@QuakeAlerts) The Philippines, one of the world's most disaster-prone countries, is often hit by earthquakes and volcanic eruptions due to its location on the Pacific "Ring of Fire," an arc of seismic faults around the ocean. The archipelago is also lashed by about 20 typhoons and storms each year.

Global air passenger traffic is projected to touch 9.8 billion in 2025, nearly four percent higher compared to last year, according to Airports Council International (ACI) World. In 2024, the total passenger traffic stood at 9.4 billion. Its bi-annual World Airport Traffic Report (WATR) released on Tuesday said the global aviation market is expanding, but its trajectory remains sensitive to geopolitical events, macroeconomic conditions and region-specific headwinds. "Current projections estimate total passenger traffic will reach 9.8 billion in 2025, a 3.7 percent increase from 2024. International traffic is expected to reach 4.3 billion passengers (44 percent of the total), while domestic traffic is projected at 5.5 billion passengers (56 percent of the total)," ACI World said. In the Asia Pacific region, the traffic number is forecast to reach 3.6 billion passengers in 2025, with Southern and Southeast Asia driving growth while East Asia's outlook remains cautious. The figures are based on pulling data from over 2,800 airports in more than 185 countries and territories worldwide.

India's markets regulator has extended the timeline to roll out algorithmic trading for retail investors, giving stock brokers more time to upgrade their computer networks for ensuring safer participation. Retail algo trading, which allows investors to use automated strategies via computer programs, will be offered through application programming interfaces (APIs). As part of the new glide path, brokers must apply for registration of at least one algo strategy with the stock exchange by October 31. The Securities and Exchange Board of India said that full registration of API-based retail algo products must be completed by November 30. To test the new systems, brokers are also required to participate in at least one mock trading session by January 3, 2026. Brokers who fail to meet these deadlines will be restricted from onboarding new retail clients for API-based algo trading starting January 5, the regulator warned. The measures follow the SEBI's earlier circular that introduced rules for the approval, tracking and regulation of algo trading for individual investors. The framework requires brokers to get prior permission from stock exchanges for each algo and mandates a unique identifier on each order to maintain an audit trail. The SEBI's move comes amid rising retail interest in algorithmic strategies, which offer faster execution and lower costs. According to a SEBI study, algorithmic trading made up 97% of foreign investor and 96% of proprietary trader profits in futures and options during FY24.

Capital markets regulator Sebi has earlier rolled out a tighter framework for intraday trading in index derivatives, which will take effect from October 1. The move, aimed at curbing outsized positions that pose risks to market stability, will alter how traders—in the high-stakes world of futures and options—operate on expiry days.What has changed?Until now, while end-of-day position limits for index options were clearly defined, intraday exposure was loosely monitored. This allowed certain entities to build speculative positions, especially during the final hours of contract expiry, creating volatility and concerns around market integrity.Sebi's new rules introduce strict intraday checks. Starting October 1, every entity will face an intraday net position cap of Rs 5,000 crore (on a futures-equivalent basis), compared with the earlier end-of-day limit of Rs 1,500 crore.Further, a gross position cap of Rs 10,000 crore on both long and short sides—aligned with existing end-of-day thresholds.Stock exchanges will now conduct at least four random position checks during the trading day, including one snapshot in the final 45 minutes, when trading activity peaks. Breaches will be scrutinised, and traders may be asked to justify their positions.Expiry day clampdownThe changes are especially critical for expiry sessions, where wild swings are seen. Sebi has made it clear that breaches on expiry days will attract penalties or additional surveillance deposits, beginning December 6, once the transition period for position limits ends. This step is intended to discourage reckless position-building that distorts prices and increases systemic risk.The regulator noted several instances of entities creating outsized intraday bets in index options, exposing the system to potential instability. By setting well-defined caps, Sebi aims to strike a balance between allowing market makers to provide liquidity and ensuring speculative excesses don’t derail fair price discovery.Impact on traders and investorsFor professional traders, proprietary desks, and institutions, these rules will force tighter risk management. Large players can no longer stretch intraday exposures unchecked, especially during expiry-day strategies like "option writing" or volatility plays.Retail investors, on the other hand, may not feel the immediate heat, but reduced speculative froth could mean less extreme price moves near expiry. In the long term, this is expected to promote more orderly trading and investor confidence in the derivatives market.India’s derivatives market is among the most active globally, with volumes in index options often dwarfing those in cash equities. While Sebi has encouraged broader participation through reforms like smaller lot sizes and margin adjustments, it has also been wary of excessive speculation. The latest framework is another step in tightening oversight while preserving liquidity.(Disclaimer: Recommendations, suggestions, views, and opinions given by the experts are their own. These do not represent the views of the Economic Times.)