R12-million a year for brand Khune

It's been two months since Bafana Bafana and Kaizer Chiefs skipper Itumeleng Khune teamed up with UK-based agency Triple S Sport and Entertainment Group, which also looks after Wayne Rooney's interests.

He has gone into self-branding overdrive since then. Some time before reaching the 200-game milestone for Amakhosi, Khune had already begun making business decisions regarding his future, but the club still owns his image rights.

The 26-year-old has reached notable prestige, according to research by marketing experts at Repucom, with executive chairman Kelvin Watt describing him as a "R12-million a year man".

Transfermarkt, which determines the value of professional footballers across the globe, estimates Khune's worth at just over R13-million. Only teammates Knowledge Musona, on loan from German Bundesliga's Hoffenheim, and Bernard Parker are valued higher in the South African Premier League.

Khune is SA's favourite athlete, but still far from making the top 10 of the country's best-paid sportsmen.

His presence on social media, being captain of both club and country, as well as dating TV personality Minnie Dlamini, has seen his commercial value rise.

The goalkeeper has been milking the limelight.

"He's maintained an honest relationship with his fan base and people love his style and that is also what lifts your brand. But I think at the moment he is only taking what he can get because with endorsements you are worth what the sponsors say you are worth.

"Since the 2010 World Cup, his stock has been rising and the sending off during the tournament [in a group match against Uruguay] only worked in his favour, not as an injustice in brand terms. I reckon if he had about four to six endorsement deals, he could be getting anything between R750000 to R1.5-million for each," said Watt.

Last August, Khune dropped a bombshell when he announced he would be severing ties with Jazzman Mahlakgane, his representative for five years. The rumour mill suggested it was largely due to the agent's failure to secure a move to Europe for Khune, but both parties rebuffed these reports.

Khune made a detour through MSC Sports before joining Triple S Sport and Entertainment Group in February.

Repucom's Watt said the keeper may have only just scratched the surface as far as his true value is concerned.

But has he not shown his greed by being linked with three agencies in eight months? Not according to Doug de Villiers, chief executive at Interbrand.

"He's not a serial mover and I don't think three agencies is too much. But I would say there is a danger in being linked to too many sponsors because if you endorse everything you almost stand for nothing. A move to an obscure league in Europe might be the perfect stepping stone."

Khune has been a Kiwi shoe polish, Kentucky and Vaseline For Men ambassador in a short space of time. He declined to comment, requesting "a break from interviews".