KL Rahul has built his endorsement portfolio in 2026 in the same way he builds innings with patience and a clear understanding of what is and is not appropriate. His commercial partnerships span fashion, fitness, fintech, technology and lifestyle. The brands that have chosen him in each of these categories have done so because his public image has a quality that is increasingly rare in a market where financial commitments are for players who have real style without visible effort.

He is not outspoken about what he wears or eats and that restraint is a commercial asset in itself because brands that sell premium products to discerning consumers need a face who understands the difference between promotion and performance. The portfolio he has amassed reflects that understanding and has grown in 2026 into something that covers the full range of how the modern Indian man of his generation lives and presents himself to the world.

1. XYXX

He serves as a brand ambassador and investor for XYXX, a men’s underwear brand, which puts him in a partnership where the financial commitment goes deeper than the contract. His role in the Ultimate Independence campaign, which promotes comfort and performance, gave the brand access to young male consumers in the lifestyle and leisure wear segment, who respond to a spokesperson who takes the product seriously and puts money behind the company.

The investment dimension of relationships signals a level of trust that direct endorsement deals don’t, and XYXX has deliberately used that signal in how it positions itself in the market.

2. Police

Global accessories and eyewear brand Police hired him as a brand ambassador and placed him at the center of its Audacity Wanted campaign, promoting lifestyle accessories in India and the Middle East. The campaign title is deliberately provocative and Rahul carries it off without strain as his public persona has always had an edge of quiet confidence that reads as boldness to those who find him attractive and restraint to those who find him attractive.

The dual market coverage in India and the Middle East reflects the geographical ambitions of a brand that sees its appeal as truly international rather than locally specific.

3. Paul & Shark

In 2025, Italian luxury clothing brand Paul & Shark appointed him as their global brand ambassador, an appointment made when a brand needs someone whose connection to high-end fashion is lived-in rather than just a passing fancy. His classy style and international appeal are consistent with the brand’s high-end fashion identity in a way that needs no explanation.
The campaigns for the Spring and Summer collections used them to take that identity to markets where Paul and Shark are still building a presence. The global ambassadorship from the brand at that level says something about where their commercial reputation now stands internationally.

4. Metaman

Their partnership with Metaman as both an investor and ambassador in the men’s lifestyle and fragrance brand follows the pattern of converting commercial proximity into ownership that the most commercially sophisticated athletes are now following. The brand focuses on premium yet accessible perfumes and accessories.

Their fashion-forward image supports their position in men’s grooming and style without creating a gap between what the brand is selling and what it is visibly representing. The collaboration is built on alignment rather than contrast, and that’s why it works.

5. Red Bull

Their relationship with Red Bull began in 2019, making it one of the longest-running partnerships in their portfolio, and longevity in a sponsorship relationship is a form of endorsement in itself as brands don’t renew arrangements that don’t work. The campaigns combine high-energy performances with cricket and adventure sports.

Red Bull introduced limited edition promotional cans associated with their partnership, a form of brand activation that elevates the endorsement into something that collectors and fans connect with beyond the advertising. The relationship has endured because both what it brings to the field and what Red Bull sells in its cans are about performing at a level that ordinary efforts simply can’t reach.

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6. boAt

Their promotion of boAt audio products, including headphones and wireless earbuds, targets music lovers and young consumers through digital campaigns. Their speciality in advertising for the Rockerz headphone range puts them in front of the tech-savvy demographic around which boAt has built its identity.

This partnership works because the brand is selling to the same cultural niche as the consumer. The consumer is young, style conscious and interested in products that serve both purposes and they don’t have to choose one over the other.

7. Boldfit

Boldfit brought him on board as both an ambassador and an investor in the direct-to-consumer fitness brand. The campaigns highlight fitness equipment, sports and wellness products in a way that believably showcases their visible commitment to fitness.

Their association strengthens the brand’s presence in the Indian fitness market, linking it to a name that the target consumer already associates with the discipline and physical standards that the brand is promising to help them achieve. The investor role again deepens the relationship beyond the transactional level with a long-term horizon.

8. BharatPe

His brand ambassadorship for BharatPe, launched in 2022, brought him into the fintech space where the campaigns promoted UPI payments and merchant services to a customer base that was either navigating the digital financial infrastructure for the first time or building more sophisticated relationships with it.
The ads linked financial security to strategic cricketing decisions which is akin to the qualities that make a good batsman which is patience, calculation and a willingness to play percentage are exactly the qualities that are required for good financial behaviour.

9. Gully

The relationship with Gully extends beyond endorsement to co-foundation making it the most entrepreneurially committed partnership in their portfolio. They actively promote the brand’s clothing collection and feed their personality and aesthetic into what the brand creates, rather than just appearing on it.

The streetwear brand targets modern Indian youth interested in casual and urban fashion and their co-founder status means that when they wear something made by Gully they are wearing something that helps create which is the most credible form of product endorsement available.

10. SG (Sanspareils Greenlands)

His association with SG dates back to the early years of his cricketing career making it the oldest relationship in the portfolio and directly linked to the foundation on which everything else is built. The brand launched the KLR x SG range of bats, gloves and pads inspired by him.

He uses SG equipment during professional matches which means the endorsement appears in the most credible context possible which is competition at the highest level. A cricketer using the equipment in a Test match is making a statement about that equipment that no advertising campaign can replicate.