Indian cricket icon Virat Kohli has been named Uber’s first brand ambassador in India, marking a significant partnership between the global ride-hailing platform and one of the country’s most influential sports personalities.
The association positions Kohli as the face of Uber’s marketing and customer engagement in India and the Asia-Pacific region. The move is seen as part of Uber’s strategy to strengthen its presence in the competitive Indian mobility market, where it faces competition from domestic rival Ola.
At the time of the announcement, Kohli, then India’s cricket captain and one of the most recognisable athletes in the world, was at the peak of his career. His popularity, credibility, and strong connection with young urban audiences made him a natural choice for a brand aiming to become part of everyday city life.
Speaking about the partnership, Kohli highlighted his personal connection with the service. He said that frequent travel as a professional cricketer had made him appreciate the convenience and reliability Uber offers. He also noted that the company’s use of technology to improve urban mobility and create economic opportunities for drivers resonated strongly with him.
Uber, too, expressed confidence in the collaboration. Amit Jain, President of Uber India and South Asia, described Kohli as a partner who reflects the determination and ambition of everyday India. He emphasized that Kohli’s commitment, both on and off the field, aligned with Uber’s mission to serve cities, riders, and driver-partners while driving positive community impact.
The endorsement added to Kohli’s already impressive portfolio of brand associations, which at the time included major names such as MRF, Puma, Audi, and Luminous Power Technologies. His partnership with Uber further reinforced his status as one of India’s most trusted and commercially powerful athletes.
With Kohli on board, Uber aimed to humanise its brand story, connect more with Indian consumers, and reinforce its image as a technology-driven platform focused on convenience, empowerment, and urban transformation.