Despite retiring from cricket 10 years ago. Sachin Tendulkar remains a top draw amongst India’s advertisers as the cricket legend still endorses 15 brands including Apollo Tyres, ITCs Savlon, JioCinema, Spinny, and Ageas Federal Life Insurance.

Despite the belief that cricketers have a shorter shelf life for endorsements compared to Bollywood stars, Tendulkar’s brand endorsement value is valued at $73.6 million, according to Kroll’s Celebrity Brand Valuation Report for 2022. According to industry sources, he charges ₹7-8 crore per year for an endorsement deal.

But Tendulkar, who celebrated his 50th birthday on Monday (Apri1 24), is least bothered about these valuation numbers. “I don’t think so much into these things – I just try to be myself,” he told ET. After working with third-party sports management companies, Sachin and his wife Anjali have now set up SRT Sports Management, a company that manages all his social and commercial partnerships.

“By creating my own setup, I am able to have a deeper and better connection with all the partners I work with. The team at SRTSM understands my value systems and works with partners towards creating win-win partnerships,” he said.

Sachin has always been very careful when selecting the brands that he wants to associate with. The lens he has used to select endorsements has always been about the brand’s impact on people’s lives, followed by the vision and purpose the company lives by.

“I look at authenticity Whatever is being said in communication, should also be done to fulfill that promise. That is how one can win the trust of people. Finally, it is teamwork, and therefore the comfort of working with the partner is very important,” he stated.

Sameer Satpathy Divisional Chief Executive, Personal Care Products Business, ITC, said Sachin is a generational icon whose persona extends beyond cricket. “He vibes well with every generation, especially children, and is revered globally,” he added.

“Sachin was personally invested in every aspect of the Savlon Swarth India Mission as its Hand ambassador.” For Spinny Founder & CEO Nirai Singh, Sachin will always be an Icon of integrity and consistently perform at the highest level. “Now, even at 50, Sachin is a personality who’s stayed true to himself, he’s as much a mature gentleman as much as he embraces a child-like charm,” he added.

He added that Spinny’s association with the cricketing legend has helped the brand to tell Its story, and vision effectively. Vighnesh Shahane, CEO & managing director, Ageas Federal Life Insurance, noted that the company has gone from being the 17th largest insurance firm in India before signing up Sachin to entering the top 10 after it teamed up with the cricketing maestro in 2015.

‘Over the last eight years, there are so many qualities of Sachin that have rubbed on positively to the brand,” he said.

To commemorate Sachin’s 50th birthday, brands like Amul, Spinny, Tanishq, Apollo, and Ageas Federal Life Insurance have planned consumer connect initiatives across mediums. Tanishq has created a curated range of 100 solitaires to celebrate his 50th birthday. Ageas Life Insurance has sponsored a documentary and a book titled SRT@50. As part of its brand activation, Spinny has recreated Sachin’s first car which has been stationed in Mumbai’s Band Stand area on April 23 and 24.

Amul has created a video montage featuring its past 50 ads that capture Sachin’s cricketing journey. Meta India organised a session with Sachin at its Mumbai office which was attended by 50 content creators. Even At 50, Brand Sachin has taken a fresh guard in the hyper-competitive world of brand endorsements.

The unveiling also took place 30 years after Mr. Lara made his famous innings of 277 against Australia at the SCG in 1993 and the West Indies great was thrilled to receive the honour.

The Sydney Cricket Ground (SCG) on Monday used legendary Indian cricketer Sachin Tendulkar’s 50th birthday celebrations to unveil gates at the iconic Australia venue that are named after the India legend and fellow cricketing great Brian Lara from West Indies.

All visiting players will now take the field through the newly-named Lara-Tendulkar Gates, with the duo bestowed with the honour on Monday to coincide with Mr. Tendulkar’s 50th birthday.

Mr. Tendulkar’s first Test century on Australia shores came at the picturesque Sydney venue and the champion right-hander averaged a whopping 157 from five Test matches at the ground. In 13 international matches at SCG, Mr. Tendulkar has scored 1,100 runs at an average of 100, with four centuries and four fifties and the best score of 241*.

Behind West Indies’ Viv Richards (1,134 runs) and Desmond Haynes (1,181 runs), he is the third-highest run-scorer at the venue among non-Australian players. Mr. Tendulkar loves playing in Australia and numbers prove it. In his 67 international matches there, Tendulkar scored 3,300 runs at an average of 42.85. He scored seven centuries and 17 half-centuries in the country, with the best score of 241*.

Mr. Tendulkar is the fifth-highest non-Australia run-scorer in Australia, behind Brian Lara (3,370 runs), Virat Kohli (3,426 runs), West Indies duo of Desmond Haynes (4,238 runs) and Viv Richards (4,529 runs).

“The Sydney Cricket Ground has been my favourite ground away from India,” Mr. Tendulkar said as quoted by ICC. “I have had some great memories at the SCG right from my first tour of Australia in 1991-92. It is a great honour to have the gates used by all visiting cricketers to access the field of play at the SCG named after me and my good friend Brian. I would like to thank the team at SCG and Cricket Australia for this kind gesture. I look forward to visiting the SCG soon,” added Mr. Tendulkar.

The unveiling also took place 30 years after Lara made his famous innings of 277 against Australia at the SCG in 1993 and the West Indies great was thrilled to receive the honour.

“I am deeply honoured to be recognised at the Sydney Cricket Ground, as I am sure Sachin is. The ground holds many special memories for me and my family and I always enjoy visiting whenever I am in Australia,” said Mr. Lara, who has sensational figures of 3,370 runs in 71 international matches in Australia at an average of 41.09 and eight centuries and 19 half-centuries to his name in the country. Lara has also played 13 matches at SCG, in which he has scored 654 runs in 16 innings at an average of 43.60 with two centuries and a fifty.

The West Stand at the iconic Sharjah stadium has been renamed the ‘Sachin Tendulkar Stand.’

An iconic Sharjah cricket stadium stand has been renamed after Sachin Tendulkar in a special ceremony in the UAE, honouring the Indian cricket legend on his 50th birthday on April 24.

The West Stand at the iconic stadium has been renamed the ‘Sachin Tendulkar Stand.’ A special ceremony held on Monday marked the naming of the stand incidentally around the time the master blaster celebrated his 50th birthday.

Not only does it coincide with the Indian batting legend’s birthday, but also with the 25th anniversary of his ‘Desert Storm’ back-to-back centuries against Australia in 1998 to a packed stadium.

The 143 he scored on April 22 and 134 two days later in the final of the Coca-Cola Cup, a triangular series between India, Australia and New Zealand, has been recorded in the books as a veritable ‘Desert Storm’.

Tendulkar scored 49 hundred in ODIs played across 34 stadiums.

However, his 7 at Sharjah Cricket Stadium, including the twin hundreds in April 1998, are lauded and celebrated by his fans around the world to this day.

Reacting to the news of naming the stand Sachin said in a message, “I wish I was there but unfortunately I had prior commitments. Playing in Sharjah has always been a magnificent experience. From the electrifying atmosphere to the love, affection and support, Sharjah has been a special venue for Indian cricket fans and lovers of the game from around the globe,” he said.

“A big thank you to Bukhatir and his team for this kind gesture on the 25th anniversary of the Desert Storm match and my 50th birthday. Feels like the greatest 6 of them all,” he is quoted to have said.

Sharjah Cricket Stadium holds the Guinness record for most One-Day internationals played (244), including some of the most memorable moments in cricketing history.

CEO of the Sharjah Stadium, Khalaf Bukhatir said this is our small way of expressing our gratitude to Sachin for doing so much for the game of cricket.

“Indeed, that was an incredible inning, and it was repeated in the finals. Right through the years of the now legendary CBFS initiative we have striven here at Sharjah to acknowledge the services of many great players even after their retirement,” Bukhatir said.

“We believe that as administrators it is our duty to pay tribute to those who have raised the bar and dedicated their lives to the cause of cricket, and we will continue to do so,” he said.

Also, honouring Sachin on his 50th birthday, a gate named after him was unveiled at the iconic Sydney Cricket Ground in Sydney on Monday.

Twelve years ago on April 2, 2011, the golden moment finally arrived for legendary cricketer Sachin Tendulkar, when he achieved his dream of winning the World Cup after six attempts.

For Tendulkar, the journey began in 1983 when he started out like a rough diamond before he reached icon status in the world of sports winning that trophy.

On the anniversary of India’s 2011 World Cup victory, Tanishq, one of India’s leading retail jewellery brand that is owned by the Tata Group, unveiled ‘Celeste x Sachin Tendulkar’ solitaire collection. The 100 limited edition solitaire collection pays homage to the Master Blaster’s achievements celebrating his 100 international centuries and the unifying spirit of cricket.

Each solitaire piece—the range includes rings, earrings and bracelets for men and women—is crafted with a diamond-cutting technology that is protected by no less than six patents. The limited edition falls under 0.006 percent of solitaires available worldwide in the D-Flawless 1 Carat category.

A finger ring designed to reflect 11 hands holding the World Cup trophy is a special one for Tendulkar from the edition. “The 2nd of April 2011 was the best cricketing day of my life. And that is what it reminds me of when I look at this ring,” the cricketer revealed at the launch that .

Just like it took a team effort to win that faithful day, so is his collaboration with team Tanisqh to bring something rare and innovative.

“There were multiple guys around us who polished our careers,” Tendulkar said at the launch. “And we all individuals got together as a team and did something special.”

“This is a collection of diamonds that actually goes across the board called Celeste and due to the patented technology, which makes the light properties of solitaire extremely rare and exclusive,” says Arun Narayan, VP—Category, Marketing & Retail, Tanishq, Titan Company Limited. “What really sets them apart is the light properties.”

When Tanishq was looking for people whose achievements reflected these properties of excellence and brilliance, Sachin Tendulkar was the natural choice. “Even after a decade or 11 years, nobody has come close,” said Narayan. “So, for us, that was a marker of what we wanted to communicate.”

The partnership between Tanishq and Tendulkar is in a way rare as something like this has not been done before with a male athlete in India.

While there is currently nothing to compare it to, there is potential for such a collaboration to have a significant impact on the conscious Indian diamond market, according to Prasad Kapre, managing partner of Blue Skies Business Management Group. Kapre was previously associated with diamond company DeBeers for 14 years (1995-2008), heading its trade marketing in India and was responsible for launching brands such as Nakshatra, Arisia and Asmi. “I personally feel there is tremendous scope,” he says. “And there’s a lot that can be done with the athletes because cricket is also one of the religions in India and that’s why it works very well.”

As of today, there are just 112 diamonds across the world that are currently D flawless, of which Kapre says almost 100 are going to be Tanishq under this, which makes this a great association.

Limited edition pieces associated with an iconic athlete could even draw a bigger consumer base of jewellery buyers who aspire to be part of the glory of any Indian athlete. “And if it’s a limited edition, then all the more because then you know you are the only one who has that piece,” says Kapre.