Eleven years after retiring from professional cricket, Sachin Tendulkar has returned to the endorsement big league, serving as a reminder that some stars never fade. The Little Master, who averaged one or two new brand partnerships annually until two years ago, signed four new endorsement deals in 2023 and as many as a dozen this year. Industry executives estimate his endorsement value to be on par with some of the top active cricketers, at Rs 7-Rs 8 crore ($850,000 – $975,000) or more per campaign.

Brand Tendulkar-built on trust, excellence and timelessness-continues to stay relevant because of his unique ability to connect with older audiences who cherish his storied legacy and young people who admire his mastery, experts said.

According to the Kroll Celebrity Valuation 2023, Tendulkar’s brand value rose by 24% to $91.3 million, ranking him among the top 10 celebrities in India and the only retired sportsperson on the list dominated by active cricketers and Bollywood stars.

Brand Finance India managing director Ajimon Francis described Tendulkar’s humility as his most significant attribute, making him highly relatable and a key choice for mass-market brands. “Tendulkar’s humility resonates deeply with audiences, giving him widespread appeal across demographics. His honest remarks on social platforms, being fairly clued into tech developments, endears him with younger audiences who may have never seen his batting exploits,” said Francis. Tendulkar’s new partnerships in 2024 include Hafele, Chitale Bandhu, Dr Agarwal’s Eye Hospital, Sugar.Fit, Bank of Baroda and RRP Electronics.

His existing portfolio features a diverse mix of brands, such as Ageas Federal Life Insurance, Apollo Tyres, Luminous, Tanishq, JioCinema and Gillette. Tendulkar endorses also startups like Spinny, Unacademy and the mobile cricket game Sachin Saga, often combining endorsement fees with equity stakes.

Kissht, a leading digital lending platform in India, has announced a long-term partnership with Sachin Tendulkar, a cricketer, both as a strategic investor and brand ambassador.

Kissht, a leading digital lending platform in India, has announced a long-term partnership with Sachin Tendulkar, a cricketer, both as a strategic investor and brand ambassador. This collaboration aims to drive business growth and enhance Kissht’s offerings in the area of fast and convenient credit financing.

“It’s a delight to be associated with Kissht, a brand that aspires to help Indians meet their aspirations through the power of finance. Kissht’s focus on trust and accessibility struck a chord with me, and I look forward to supporting their journey in building one of the most trusted and respected digital financial platforms for millions of Indians,” Tendulkar said.

From what is understood, the partnership will involve various marketing campaigns and initiatives featuring Tendulkar, reinforcing Kissht’s commitment to creating a trusted and inclusive financial ecosystem.

Sachin Tendulkar is a name that resonates with the entire country, and with an association with the icon, we aim to position Kissht as a brand that serves every Indian. While choosing the first face of the brand, we wanted someone who would not only showcase trust and dependability but also represent our core propositions of speed and transparency. As a brand made in India, designed to serve Indians, being represented by ‘The God’ of the sport that every Indian swears by, is a moment of pride for the Kissht family,” Ranvir Singh, founder and CEO, Kissht, said.

The new facility, inaugurated by the Tendulkar family, features courts for basketball and badminton, indoor wrestling and boxing areas, and hostels athletes.

The Sachin Tendulkar Foundation (STF), in collaboration with its partner Mann Deshi Champions, inaugurated a modern sporting facility in Satara, Maharashtra this week. The event marked Sara Tendulkar’s first visit as a director of STF, showcasing her commitment to taking the foundation’s mission forward.

The new facility, inaugurated by Sachin Tendulkar, Anjali Tendulkar and Sara Tendulkar features world-class amenities including courts for basketball and badminton, indoor wrestling and boxing areas, classrooms, administration offices, and hostels for 150 athletes. This development aims to empower rural youth by providing them with access to high-quality sports training and opportunities.

Sara Tendulkar, accompanied by her parents, expressed her admiration for the transformative impact of sports on young lives and shared some moments with the children there.

Mann Deshi Champions has a proven track record of nurturing rural talent, with over 100 athletes joining the army, police, forest, and railways through their programs. Alumni such as Dada and Ajinath Shingade, 1500m national silver medalists are now serving in the armed forces, and national medalist wrestler Aru Khandekar, exemplify the program’s success.

Looking ahead, Mann Deshi Champions plans to expand its reach by building 50 playgrounds in Dantewara, Chhattisgarh, training over 300 athletes, and certifying 2,000 government school sports coaches at the new facility in the coming year.

STF, established in 2019 by Sachin and Dr. Anjali Tendulkar, is dedicated to transforming lives through initiatives in sports, health, and education. With Sara Tendulkar now at the helm, the foundation is poised to scale its efforts further, ensuring equitable opportunities for underprivileged children across India.

Sara Tendulkar, armed with global expertise, takes on a key role at her cricket legend father’s foundation that works on health care, sports and education initiatives.

Cricket legend Sachin Tendulkar recently shared the news with his fans. His daughter, Sara Tendulkar, has officially joined the Sachin Tendulkar Foundation as a director.

Sachin expressed his joy in a heartfelt social media post, highlighting how Sara’s academic background and global exposure will contribute to the foundation’s mission.

Sara, who holds an MA in Clinical and Public Health Nutrition from University College London, will work to drive impactful changes in health care, sports, and education across India.

Her father wrote that global learning had come full circle with Sara now channeling her expertise and passion into a cause that aims to make a meaningful difference in the lives of many.

What does the Sachin Tendulkar Foundation do?

The Sachin Tendulkar Foundation, established in 2019 by Sachin Tendulkar and his wife, Dr Anjali Tendulkar, focuses on improving the lives of children across India. The foundation has a special focus on children born with cleft lip and palate impairments, working to restore their smiles and provide them with a better future.

By facilitating surgeries and post-operative care, the foundation gives these children a chance to live with dignity and confidence.

In addition to health care, the foundation is passionate about promoting sports as a tool for empowerment. Since its early years, it has supported Hi5, a basketball program aimed at providing opportunities for tribal children to excel in life.

The foundation also connects institutions, people, and resources to create sustainable change, ensuring every child has access to equal opportunities.

Sara Tendulkar’s involvement in the foundation is not only a professional step but also shows her commitment to societal well-being.

Apart from her academic achievements, Sara is also quite active on social media, where she often shares updates from her life. Recently, she posted photos of a luxurious vacation in Istanbul.

Beyond social media, Sara has also voiced her concerns about important issues, such as the RG Kar Medical College rape and murder case in Kolkata.