Stage performances of Shahrukh Khan

Khan is a stage performer and has participated in several world tours and concerts. In 1997, he performed in the Asha Bhosle's: Moments in Time in Malaysia. He returned to another concert there the following year with Shahrukh—Karisma: Live in Malaysia concert. The same year he participated in the "The Awesome Foursome" world tour across the United Kingdom, Canada and the United States of America along with Juhi Chawla, Akshay Kumar, Kajol. The world tour marked the later's first and only world tour to date. In 1999, he resumed the tour in Malaysia, in which Salman Khan and Twinkle Khanna replaced Akshay Kumar and Kajol. In November 2002, Khan took part in the Fire & Flames concert in Malaysia, alongside Rani Mukerji, Saif Ali Khan and Raageshwari with a 40-member troupe of singers and dancers. In the same year, he participated in the show From India With Love in the UK, along with Amitabh Bachchan, Aamir Khan, Preity Zinta and Aishwarya Rai. It took place at two outdoor venues, Manchester's Old Trafford and London's Hyde Park, with over 100,000 spectators.

Khan participated in a concert tour titled Temptations 2004 which was the most successful Bollywood concert at the time. Khan performed alongside Arjun Rampal, Saif Ali Khan, Rani Mukerji, Preity Zinta and Priyanka Chopra in nineteen stage shows across the globe. He sang, danced and performed in skits. In 2008, Khan set up Temptation Reloaded 2008, a series of concerts showcased across several different countries. The show, which also featured Arjun Rampal, Kareena Kapoor, Katrina Kaif, Ganesh Hegde, Javed Ali and Anusha Dandekar, took place at the Ahoy Rotterdam venue in Rotterdam, Netherlands. Several months later, he again joined Rampal, Kapoor and Kaif to perform for 15,000 spectators at Dubai's Festival City Arena.In 2010, Khan performed alongside Arjun Rampal, Rani Mukerji, Neeraj Shridhar and Ishaa Koppikar for a concert at the Army Stadium, Dhaka, Bangladesh to a packed audience. 

In 2011, Khan performed at the opening ceremony of the fourth edition of Indian Premier League held in M. A. Chidambaram Stadium, Chennai alongside Sunidhi Chauhan and Shriya Saran where they danced to a variety of Tamil songs. and later that year, he joined Shahid Kapoor and Priyanka Chopra in the Friendship Concert, celebrating 150 years of India-South Africa friendship in Durban, South Africa. For the Temptations Reloaded concert of 2012 in Jakarta, Khan performed with Rani Mukerji, Preity Zinta and Bipasha Basu. In January 2013, he performed a tribute to his mentor, filmmaker Yash Chopra at the Zee Cine Awards along with Katrina Kaif, Karisma Kapoor and Anushka Sharma.

Brand SRK

Khan is often labelled by the Media as "Brand SRK" due to his various brand endorsement and entrepreneurship ventures. The Times of India noted “Khan has established himself as a brand on

the map of the film industry. Hailing from a non-filmi background with no pedigree to boast of and no godfather to pull strings, the St. Columba's alumnus has become a muse. ” In 2013, Forbes India named him Shah Rukh.Inc and declared him India's biggest Brand.

1999 marked Khan's first foray in the world of celebrity endorsements. and his popularity in the advertising world has been increasing ever since. He is one of the top paid Bollywood actors in this respect and one the most visible celebrities in television ads. In 2009, a survey conducted by AdEx India ranked him first on the list of top-notch brand ambassadors of the year.He has also been endorsing the highest number of brands amongst Indian celebrities on television; while in 2003, he endorsed eight brands, his endorsement rose up to a total of thirteen brands in 2004 and in 2005 he endorsed twenty one brands, thirty four brands in 2009 and twenty five in 2011. Some of the brands that Khan has endorsed over the years are Pepsi, Sprite, Nokia, Hyundai, Sunfeast, Videocon, Airtel, Emami, Nerolac Paints, Dish TV, Linc Pens, D'decor, LUX, Frooti, Compaq and TAG Heuer. Subsequently, Khan has been crowned "Brand Ambassador of the Year" at various business awards ceremonies over the years. In 2005, he launched his own perfume, labelled "Tiger Eyes by SRK" by the French perfume brand Jeanne Arthes.

In December 2007, Khan was declared as the face of Force India, the Formula One racing team representing India in international motor race championships. Force India stated about their collaboration with Khan: "We thought the fastest way to announce our arrival in the country is to use [Shahrukh] Khan as the team's brand ambassador. He is famous, successful and the most potent icon of young and confident India. Those are the same values that the team is trying to project on the biggest stage of motorsports." And in 2011, Khan was appointed the brand ambassador of the Champions League Twenty20, an annual international Twenty20 cricket competition between the top domestic teams from major cricketing nations. In 2010, Khan was named the global ambassador of the live entertainment theatre and leisure destination Kingdom of Dreams which is described as Bollywood's very own Broadway. In April 2012, he was roped as the official brand ambassador for Prayag Film City, a 10 billion state of the art film city complex situated in Chandrakona in West Bengal. In 2013, Khan was chosen to be the brand ambassador of University Cricket Championship, a T20 tournament played for the title of being the best university in cricket.

In February 2011, Khan was appointed brand ambassador for the state of West Bengal. He was offered the position by the state’s chief minister Mamata Banerjee during an interaction with Khan on the sidelines of the inaugural function of the 17th Kolkata Film Festival earlier that year. Khan’s acceptance came in the form of a letter to the chief minister where he said, “West Bengal is my second home.” In August 2012, a promotional film starring Khan and directed by filmmaker Aniruddha Roy Chowdhury was released. The three minutes clip branded `Bengal Leads` which is the first-of-its-kind in West Bengal since Independence showcased Bengal’s traditional tourist spots, topographical and cultural diversity. It also featured Khan speaking a

few lines in Bengali, urging people to come and visit what is called “Beautiful Bengal’’. The film, shot in both English and Hindi and Bengali, was eventually awarded at the 2nd Asia TV and Film Festival on Journey, organized by the Japanese government.

Ownership of IPL cricket team

In 2008, Khan in partnership with actress Juhi Chawla Mehta and her husband Jay Mehta acquired ownership rights for the franchise representing Kolkata in the Twenty20 cricket tournament Indian Premier League, for a price of $75.09 million ( 3.57 billion), and have since named the team Kolkata Knight Riders. KKR is one the richest team in the IPL and has been ranked as the most valued with a brand value of $42.1 million. Financially, Kolkata Knight Riders are the most profitable and successful franchise in the IPL as well. The team was surrounded with controversy and poor on-field performance through the first three years of the tournament.It's performance, however, improved from the fourth season and they eventually became the IPL champions for the first time in 2012 .

In 9 April 2012, Khan was served a notice by the Rajasthan Police for smoking in public after he was seen smoking on camera during a match between the Kolkata Knight Riders and the Rajasthan Royals on 8 April. and in 16 May of the same year he received a five-year ban from the Wankhede Stadium by the Mumbai Cricket Associationfor arguing with security at the ground after a match between his team and The Mumbai Indians.Khan later apologised to his fans after his team won the final match at Chennai on 27 May.