While his team Kolkata Knight Riders was the last in the Indian Premier League's second edition in South Africa, in terms of business it remains the team that has made handsome profits during the current season. From this perspective, as IPL is all about making money, Shah Rukh Khan has again demonstrated that he indeed is the king as far as turning an entity into a money spinning unit is concerned. His contemporaries Shilpa and Preity Zinta have not been able to emulate Shah Rukh same way and turned their teams into a potent business entity.
The reason for Shah Rukh Khan's team Kolkata Knight Riders emerging as the real winner in terms of making profits emerges from the fact the brands were vying to be endorsed by the players. As a matter of fact all the brands that Shah Rukh Khan endorses also found expression by the players of the Kolkata Knight Riders as well. In contrast, as Shilpa and Preity hardly endorse large number of brands, they could not bring their equity into their team. It is altogether a different fact that for Rajasthan Royals, the team owned by Shilpa Shetty it did get some endorsements in the form of TCS HDFC Standard Life etc.; it was owing to own equity of the team on account of being the first runner of the tournament.
Star power indeed counts and that is why Shah Rukh could conduct the transition from being a Pepsi man to a Cola person with consummate ease. Imagine what would have happened if Shah Rukh's team had reached the semi-finals. With the kind of equity that Shah Rukh Has he would have been to rake in much more moolah and therefore he is not interested in selling the stake of his team, at least for now.