Washington/Texas: Cricket legend Sachin Tendulkar has joined America’s National Cricket League (NCL) ownership group, a move that is expected to give a big boost to the sport in the United States in the coming years. “Cricket has been my life’s greatest journey and I am pleased to join the National Cricket League at such an exciting time for the sport in the US,” Tendulkar said after the NCL announced that the batting legend has joined them.

“The NCL’s vision to create a platform for world-class cricket while inspiring a new generation of fans to resonate with me. I look forward to being part of this new initiative and witnessing the growth of cricket in the US first hand,” Tendulkar said.

The NCL tournament opens with a performance by singer Mika Singh and features themed nights, bringing a Coachella-like energy, a media release said.

This season, the NCL brings together cricket legends like Sunil Gavaskar, Zaheer Abbas, Wasim Akram, Dilip Vengsarkar, Sir Vivian Richards, Venkatesh Prasad, Sanath Jayasuriya, Moin Khan and Blair Franklin. The cricketing heroes will mentor and coach the next generation of players.

It will also feature top-tier players from around the world, including Shahid Afridi, Suresh Raina, Dinesh Karthik, Shakib Al Hasan, Robin Uthappa, Tabraiz Shamsi, Chris Lynn, Angelo Mathews, Colin Munro, Sam Billings, Mohammad Nabi and Johnson Charles.

“We are incredibly excited to welcome Sachin Tendulkar to the National Cricket League family,” said Arun Agarwal, chairman of the NCL.

Tendulkar will present the championship trophy to the winning team at the NCL’s inaugural tournament, marking a historic moment for the sport’s rise in the United States, the media release said.

“His influence in cricket is comparable to what Pele does in soccer or Babe Ruth in baseball. Sachin’s commitment to the game, along with his global appeal, will be key as we introduce cricket to new audiences in America. His involvement highlights the NCL’s goal to inspire future generations and establish cricket as a major sport in the US,” Agarwal said.

NCL said while sports legends like Michael Jordan elevated basketball to global heights and Brady carved out a dynasty in football, Tendulkar’s influence reached beyond cricket fields, inspiring billions across the world. His presence changes the sport itself, much like how Muhammad Ali became an ambassador of boxing or how Tiger Woods revolutionised golf. Tendulkar was not just a player — he was the face of cricket’s rise into a worldwide phenomenon, his mastery of the game making him a household name far beyond cricket-loving nations.

Headquartered in Dallas, the NCL has introduced an innovative Sixty Strikes format, a fast-paced version of the game.

MUMBAI: Legendary batter Sachin Tendulkar will be back in action on a cricket field as he will feature in the inaugural International Masters League (IML), a six-team T20 competition, to be held later this year across three venues.

The IML will have players from India, Australia, South Africa, West Indies, England, and Sri Lanka and will be played in Mumbai, Lucknow and Raipur.

The T20 tournament, to be held annually, is the brainchild of Tendulkar and former India captain Sunil Gavaskar, who will also be the league commissioner.

Tendulkar and Gavaskar will collaborate with PMG Sports and SPORTFIVE, a sports marketing company, in establishing another company in India to stage the league, a release said.

Parties interested in participating in the league through an ownership of one of the franchise teams were also invited to send expression of interest.

“In the last decade, T20 cricket has accelerated its adoption, and has drawn new fans into the game. There is now a strong desire among fans across ages, to re-witness age-old battles in newer formats,” Tendulkar said.

“Sportspersons never retire at heart and the competitive streak within waits for an opportunity to get back on the field. We have conceived the International Masters League as a meeting point of passionate fans and competitive cricketers,” he added.

Gavaskar said, “The International Masters League will bring fans closer to the legends they’ve admired for years, offering another golden chance to watch their heroes live in action.”

Public sector lender Bank of Baroda (BoB) has signed cricketing legend Sachin Tendulkar as the bank’s global brand ambassador. The three-year deal involving a strategic partnership between the ace cricketer and the bank was announced ahead of the launch of its first campaign featuring Sachin, called “Play the Masterstroke.” The bank has introduced the ‘bob Masterstroke Savings Account,’ designed especially for clients desiring premium services.

BoB said in a statement that Sachin, a Bharat Ratna awardee, will be positioned as brand ambassador, featuring in all the bank’s branding campaigns, consumer education and awareness programmes on financial literacy and fraud prevention, as well as customer and employee engagement programmes.

This is the second instance of BoB appointing a cricket player as brand ambassador. Earlier, in 2005, BoB had appointed right-hand batsman Rahul Dravid as its brand ambassador. He is now a brand ambassador for Shriram Finance Ltd.

Many banks have roped in sportspersons and cine stars as brand ambassadors. In October 2023, the country’s largest lender, State Bank of India, had onboarded former Indian cricket team captain Mahendra Singh Dhoni as brand ambassador. Last week, Utkarsh Small Finance Bank tied up with legendary boxer Mary Kom and celebrated footballer Sunil Chhetri as its brand ambassadors.

In 2021, AU Small Finance Bank had appointed accomplished Indian cinema actors Aamir Khan and Kiara Advani as brand ambassadors.

At present, badminton Olympian P V Sindhu, Indian woman cricketer Shafali Verma, and tennis player Sumit Nagal are acting as brand endorsers for Bank of Baroda.

As part of this partnership, Tendulkar will serve as the face of Sugar.fit and represent its overall diabetes management program.

Sugar.fit, a health-tech startup has announced the onboarding of the cricketer Sachin Tendulkar as its brand ambassador. This strategic partnership with Tendulkar will aid Sugar.fit in its journey as a force in the battle against Type 2 diabetes.

Madan Somasundaram and Shivtosh Kumar, co-founders of Sugar.fit, said, “We are deeply honoured to welcome Sachin Tendulkar as our brand ambassador and equity partner. His unwavering commitment to fitness and healthy living resonates with our mission. At Sugar.fit, we see the struggles of those battling diabetes every day, and it is our passion to help them regain control of their health. With Sachin by our side, we believe we can inspire more people to take charge of transforming their lives.”

This alliance is an alignment of Sugar.fit’s commitment to providing effective, sustainable solutions for diabetes reversal and management along with Tendulkar’s vision of a fitter and healthier India. As part of this partnership, Tendulkar will serve as the face of Sugar.fit and represent its overall diabetes management program, the company stated in a press release.

Sharing his thoughts on the partnership, cricketer Tendulkar said, “Sugar.fit is a brand that shares my vision for a fit and healthy India. Their aim to change how people perceive diabetes and help them take preventive or even curative care will certainly help to battle diabetes that affects millions in India and I am truly happy to be part of their mission. Together with Sugar.fit, I hope to inspire people to make lifestyle changes that can lead to a healthier India”.

This collaboration strengthens Sugar.fit’s brand image in the digital health space and solidifies its market presence as a reliable and consumer-focused diabetes care brand, it added.