Shreyas Iyer may not have laid his hands on the coveted IPL trophy as his team Punjab Kings went down to Royal Challengers Bengaluru (RCB) in the final of the cash-rich T20 league on Tuesday. Despite a runners-up finish, the PBKS captain's brand value is set to surge by 20-25 per cent.

Iyer led PBKS from the front throughout the season; he was the team's highest run-getter of the season, having scored 604 runs from 17 matches at an average of 50.33. In the Qualifier 2, against Mumbai Indians, chasing a target of 204 runs, Iyer absorbed the pressure and played a match-winning knock of 87 not out off 41 balls.

His stellar knock featured 8 sixes and 5 fours. PBKS chased down the target with 5 wickets in hand and 6 balls to spare. This was quintessential batting from Iyer. He never shied away from responsibility and carried his team on his broad shoulders to the final. It was PBKS's first IPL final in 11 years.

And for Iyer, this was his second consecutive IPL final. Last year, he propelled Kolkata Knight Riders to the IPL triumph, solidifying his leadership credentials.

In the IPL auction in November last year, PBKS shelled out Rs 26.75 crore to acquire his services, making him the second most expensive player after Lucknow Super Giants signed Rishabh Pant for Rs 27 crore.

Due to his consistency, BCCI re-included Shreyas Iyer in its central contracts earlier this year, giving him a Grade B contract. The cricketer now charges Rs 1.5 crore for a one-day advertisement association per year.

Nikhil Bardia, who heads Reliance Industries-owned RISE Worldwide that manages Iyer, told Mint that Iyer's fee is expected to soar soon as inquiries about endorsement deals started pouring in.

"His captaincy in the tournament will bring him four-five more deals in the next few months," he said, adding that Iyer's value will rise by 20-25 per cent.

Iyer is currently signed on short-term non-exclusive contracts with Nike, Dream11, and InCred Finance, among other brands. Post his IPL performance, he received inquiries from audio, wearable brands, men's grooming brands, protein supplement brands, and fragrance firms. Although demand for endorsement deals has gone up, the agency is not planning to raise the fees. Instead, it is focused on expanding his reach.

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