I have always believed sport to be one of the simplest ways to obtain maximum joy. In a developing nation like ours, where there are still places with less opportunities for children to enjoy the joys and freedom of childhood, sport offers a much-needed break from daily hardships. For children who face several challenges growing up and need to support their families, the opportunity to play a sport, any sport, can be life changing. It can generate hope, confidence and joy that helps them go further than they ever imagined.

By ‘sport,’ I do not mean competitive sport at the highest professional levels, although that is always a possibility. I mean ‘sport’ as play, as an outlet for every child’s inborn competitive spirit and creativity. At the Sachin Tendulkar Foundation, Sports for Development (S4D) is one of our three pillars, alongside health and education. We believe playing sport gives children the chance to discover their potential.

The benefits of ‘sport’ and ‘play’ on children’s development have been widely documented by organisations like UNICEF and should not be limited to those who can afford lessons, equipment, and classes. That is why the Sachin Tendulkar Foundation brings sport to children in underserved and overlooked communities across our country. And I have seen the successes that have resulted from our efforts.
Some of the children the Foundation serves live in the tribal area of Jawhar in Maharashtra, without easy access to running water or reliable electricity. Their parents work as daily wage labourers and their families focus on survival, not on long-term plans for the future.

Girls are expected to help at home, are rarely given a chance to play, and are married early. Yet, through sports training and mentorship provided by the STF, children like Kavita and Prakash’s confidence has grown and they realised they could achieve much more than what society expects from them. Today, both have become the first in their families to complete their Bachelor’s degrees, and Prakash now works at a private company.

In the tribal villages of West Bengal, where certain societal ills are prevalent, Sonali, Baisakhi, Purnima, and Swapna started to play football as part of our S4D initiative. They competed in tournaments and put the skills and leadership they developed to good use both on and off the field. Sonali plays for the Kolkata First Division League and is in her second year of college. Baisakhi is also in her second year at Bardhaman University and plays in the university team.

Purnima is preparing to sit for her police entrance examinations and Swapna fought against her alcoholic father to be allowed to continue her education and play football. Today, she is sitting for her Class XII board exams, is teaching children in her village, and was part of the Shreeja India Team that won the Reliance Foundation Youth Sports league 2025. Through sport, all these girls discovered their talents and have given back to their families and communities. Many parents were initially hesitant to allow their children to participate in sports because they didn’t think it had any value, but they have since been tremendously proud as their sons and daughters achieved milestones that they thought were impossible.

Some might not have ever imagined a future beyond daily wage labour for their children, and yet today, they see them pursuing higher education, stable careers, and financial independence.

Parents have told us things like, “I am learning along with my children,” or “no sense in discriminating between boys and girls, both need to study and get ahead in life,” and “we told our daughter we won’t stand in her way.”

Anyone who has experienced the power of sports can make a difference by giving back in any way they can. For some, it may be funding and philanthropy. For others, it can be providing a safe space to play or offer mentorship. These can be lifechanging for a child who has never had either. The joy of playing lies in the freedom provided to the children, the sense that we are all equal, and the exhilaration of trying to do your best. When I think of children in India’s remotest corners, I imagine them running free, dreaming without limits, and knowing they belong. As responsible citizens, we can ensure that every child has the chance to experience this. Together — one field, one coach, one child at a time — we can create a future where every young Indian has the opportunity to thrive and create a better future for themselves, their families, communities, and our country.

(SACHIN TENDULKAR HAS WRITTEN THIS ARTICLE ON THE OCCASION OF INTERNATIONAL DAY OF SPORT FOR DEVELOPMENT AND PEACE)

Marking half a decade of serving the less-privileged and the needy in ways that enable them to believe and take the lead, the Sachin Tendulkar Foundation (STF) held a close-knit celebration in Mumbai at The Bombay Club.

Tributes and acknowledgements from friends, family, well-wishers, and non-profit partners, paved the event as STF reaffirmed its commitment to ensuring better living with primary focus areas of health, education, and sports for children.

The theme of the evening, “Shine Brighter Together” shed light on the Foundation’s core idea of impacting lives, especially children through sports, health and education.

For Sara Tendulkar, daughter of former India cricketer Sachin Tendulkar, who recently donned the mantle of Director at the Foundation, the evening was her first official engagement. Stepping on the path shown by her parents at such a young age, Sara brings in a fresh perspective of connecting with the youth and helping them take flight with their aspirations.

Reflecting on her family’s commitment to bettering lives and the transformative potential of the Foundation’s initiatives, Sara said, ” Growing up, I was always inspired by my family, who shaped my understanding of the power of giving. I had the opportunity to witness the Foundation’s work and see the spark of hope that lights up in the lives of not just the children but entire families. Over the last five years, the Sachin Tendulkar Foundation has touched over 100,000 young lives, and that’s a hundred thousand reasons to keep going. I am grateful to everyone who believed in us and stood by our side to make this journey possible,” as quoted by the press release from STF.

“As Director, I cannot wait to build on what my parents started and make sure that every little dream gets noticed and nurtured. I look forward to this journey as we light up a world of possibilities for children who are the future,” she added.

A short film introduced the guests to the Foundation’s work. The audience was enlightened on the continued dedication of the Tendulkars and STF towards a shared dream of empowering the young dreamers, through strategic partnerships. The work done by the 15+ NGO partners who STF collaborates with was acknowledged and applauded.

Coldplay’s Chris Martin was in attendance and engaged in a Tete-a-tete, on stage with Sachin Tendulkar.

Pressing on the Foundation’s journey, Sachin Tendulkar shared, “When I walked back to the pavilion one last time, I had an inkling in my mind that my innings was far from over. Anjali and I had this vision to do something to ease living for the less privileged and give young dreamers some assistance to believe in themselves and take flight. We realized that the germination of the idea was easier than implementing it. Eventually, STF came into being and now we’ve traversed half a decade of doing our bit. The journey is in full swing and with Sara leading the way now, I am confident that STF will continue to transform million dreams into reality and give wings to the doers.”

Starting with a humble vision of connecting with people and assisting them in realizing their full potential, STF is at the threshold to expand its sports-for-development initiatives multi-fold, so that millions more children and youth across the corners get benefitted.

The futuristic vision looks at creating more advanced infrastructure in rural areas, strengthening healthcare access for children through collaborations with local hospitals and authorities, and introducing innovative education programs aimed at bridging opportunity gaps and skill development. By merging the core vision with a new zeal, STF aims to make the next decade a decade of fulfilling ‘billions of dreams.’ (ANI)

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.

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.