Photo Credit: Instagram Photo of @sachintendulkar (reposted from @mumbaiindians)
Eleven years after retiring from professional cricket, Sachin Tendulkar has made a significant return to the endorsement spotlight, proving that his star power remains undiminished. Known as the Little Master, Tendulkar, who previously averaged one or two new brand deals annually until two years ago, signed four endorsements in 2023 and has already secured a dozen this year. Industry estimates place his endorsement value alongside top active cricketers, at Rs 7-8 crore ($850,000-$975,000) or higher per campaign.
Experts attribute the enduring appeal of Brand Tendulkar to his legacy of trust, excellence, and timelessness. His unique ability to connect with older audiences who admire his storied career and younger fans impressed by his mastery keeps him relevant.
According to the Kroll Celebrity Valuation 2023, Tendulkar’s brand value rose by 24% to $91.3 million, placing him among India’s top 10 celebrities and making him the only retired sportsperson on a list dominated by active cricketers and Bollywood stars. Ajimon Francis, Managing Director of Brand Finance India, highlighted Tendulkar’s humility as a key factor in his widespread appeal, particularly among mass-market brands.
Tendulkar’s genuine interactions on social platforms and his awareness of technological trends further connect him with younger audiences unfamiliar with his cricketing exploits.
Tendulkar’s 2024 endorsements include Hafele, Chitale Bandhu, Dr. Agarwal’s Eye Hospital, Sugar.Fit, Bank of Baroda, and RRP Electronics. His existing portfolio features brands like Ageas Federal Life Insurance, Apollo Tyres, Luminous, Tanishq, JioCinema, and Gillette. Additionally, he endorses startups like Spinny, Unacademy, and Sachin Saga, often combining endorsement fees with equity stakes. Tendulkar’s partnerships emphasize consistency, with over 70% lasting five years or more, and some exceeding 15 years.
Neelima Burra, Chief Strategy and Transformation Officer at Luminous Power Technologies, credited Tendulkar’s decade-long association with boosting the company’s brand awareness to 96%. Similarly, Indraneel Chitale, Managing Partner at Chitale Bandhu, highlighted Tendulkar’s role in transforming the regional snack brand into a national presence.
Tendulkar’s endorsement milestones have set benchmarks in Indian sports marketing. His Rs 45 crore deal with WorldTel in 1995, later increased to Rs 100 crore in 2001, and a Rs 180 crore agreement with Saatchi & Saatchi in 2006, cemented his position as a global icon. In 2016, he launched SRT Sports Management with his wife, Anjali, to take control of his brand.
Beyond endorsements, Tendulkar has expanded his influence through ventures like SRT10 Athleisure, promoting active lifestyles, and the SRT10 Global Academy, nurturing cricket talent. He has also invested in grassroots cricket initiatives such as the International Masters League and the Indian Street Premier League.
Through the Sachin Tendulkar Foundation, he actively supports health, education, and sports programs for underprivileged children, impacting over 40,000 lives annually across various Indian states, including tribal regions in Maharashtra, Madhya Pradesh, and Assam.
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Name of Author: Cricexec Staff
