Sachin Tendulkar, India's legendary cricketer, will play his 200th and final test match on November 14, marking the end of his illustrious career. Despite retiring, Tendulkar remains a powerful brand ambassador with numerous endorsements across various sectors, including banks and electronics, which are expected to continue even post-retirement. His legacy and popularity open new opportunities in commentary and collaborations, such as co-branded products, suggesting that his influence will persist in the advertising landscape.

1. What Next For Brand
TENDULKAR?
Sachin Tendulkar, INDIA’S GREATEST CRICKETER, will play his 200th and final Test match from November 14. But Tendulkar
is more than a cricketer. An icon for generations of Indians, he is also ONE OF OUR MOST ENDURING BRANDS, one that
has appeal across regions, gender and socio-economic standing
WHAT THE TENDULKAR
BRAND STANDS FOR
Having led India into a new era of fearless,
Diminutive, with average looks and tons
of grace, he had a MIDDLE-CLASS
UPBRINGING. His story resonates
with every Indian.
victorious cricket, he DEFINED THE
TEMPLATE FOR MODERN
BATSMANSHIP. That makes him a
His brand symbolises
SOLIDITY and TRUST.
thought and ‘industry’ leader.
With more than 34,000
INTERNATIONAL RUNS &
100 CENTURIES, he is the
epitome of excellence and achievement.
He inked deals that broke records,
changing the PARADIGM
OF
SPORTS ENDORSEMENTS
IN INDIA.
He is MORE THAN
A
SPORTSMAN to a country
that has a dearth of heroes.

2. NUMBER
OF BRANDS
CURRENTLY
ENDORSED.
They include
BANKS, ELECTRONICS
MAJORS, SPORTS
GEAR MANUFACTURERS,
LUXURY WATCHES & SOFT
DRINKS.
The association with health drink
Boost is perhaps his longest
lasting one. It was one of
the first endorsement
deals he signed 24 years ago
The brands Tendulkar endorses made
it clear that HIS
RETIREMENT WILL NOT
AFFECT THEIR DEALS.
S
15+
WHAT LIES AHEAD?
These include...
All of them are planning LONG-TERM
with him.
ASSOCIATIONS
He will remain a strong brand, though the NUMBER
OF
ENDORSEMENTS MAY REDUCE. There will,
however, be other opportunities, such as commentary.
INNOVATIONS WITH
TENDULKAR
Toshiba, for instance, is co-creating a LED
TV Cricket Series. This is a product that
combines Toshiba technology and
Tendulkar’s expertise.

3. OPPORTUNITIES
His retirement is the perfect time for brands to cash in on his
popularity. It also comes bang IN THE MIDDLE OF INDIA’S
FESTIVE SEASON, when marketing activity is at fever pitch.
JARRING
NOTES
A chance to reposition himself, choose brands
Did not have the
WOOING MORE MATURE AUDIENCES - those
IMPACT AS CAPTAIN
who watched and idolised Tendulkar as they grew up.
that he did as a player.
Keeping in mind that his endorsements MUST
REFLECT HIS LIFE STAGE, he has been choosing
deals in categories such as real estate and financial
services, which are not usually youth-targeted.
His RAJYA SABHA - India’s
upper house of Parliament – innings
has been devoid of meaning.
Accused of using his position to get
exemptions, such as when he asked
MORE PRIVATE LABELS are in the pipeline.
Tendulkar already has one - ‘Sach’ - with the Future
Group, while Adidas has co-branded products called ‘ST’.
for a CUSTOMS
DUTY
WAIVER for his Ferrari.
BRAND VOICES
“Sachin is with Adidas for life.”
Tushar Goculdas, Adidas India brand director
“He is an icon of happiness, much like Coca-Cola, and we will
continue to look towards him for spreading happiness in the
country.”
Coca-Cola statement

4. “We are looking forward to the relationship continuing for many,
many years. His decision to retire will not have any bearing on
our brand endorsement agreement.”
` 5-6 CRORE
Rishi Piparaiya, Aviva India director (marketing and bancassurance)
Tendulkar’s reported annual price tag for
endorsements. He moved from No 78
among the world’s highest paid athletes in
2012 to 51 in June 2013 on the ‘Forbes’ list.
He earned a reported $4
MILLION
(` 24 CRORE) in pay and winnings,
and $18 MILLION (` 108
CRORE) in endorsements
AN
“As a sportsperson par excellence, he has been an inspiration to
aspiring cricketers and kids alike. He aptly embodies the brand’s
attributes and continues to be an ideal brand representative.”
IN INDIA INFOGRAPHIC
Boost statement
10
“Tendulkar has had a long and successful association with RBS,
since September 2008, and is an integral part of our brand
identity in India.”
Kavita Sonawala, country head - marketing, Royal Bank of Scotland (India)
Sources: Cricketcountry.com, Business Today, Hindu Business
Line, Moneycontrol.com, The Times Of India, Mumbai Mirror