The SRT10 Altevol Centre of Excellence Sports Academy in Ahmedabad officially opened on Friday, marking a significant step in expanding structured, high-quality grassroots cricket development in India.

This is the second such centre in the country, building on the success of the SRT10 Global Academy at the DY Patil Sports Centre in Navi Mumbai, according to a press release.

The inaugural day began with a traditional puja ceremony, followed by an immersive cricketing session that offered young participants a first-hand experience of the academy’s training philosophy and professional coaching environment.

A key highlight was a special virtual interaction with Sachin Tendulkar, who addressed students and parents, sharing insights from his journey and underscoring the importance of discipline, consistency, and love for the game.

A key highlight was a special virtual interaction with Sachin Tendulkar, who addressed students and parents, sharing insights from his journey and underscoring the importance of discipline, consistency, and love for the game.

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The National Cricket League entered the global financial spotlight today as Chairman Arun Agarwal and cricket legend Sachin Tendulkar rang the Opening Bell at the New York Stock Exchange (NYSE), symbolizing the league’s growing influence at the intersection of sports, business, and culture.

The ceremony came just hours before the first ball of the NCL tournament is bowled in Dallas, marking a powerful symbol of cricket’s arrival in the United States. With Tendulkar and Agarwal side by side on the NYSE podium, cricket officially took its place on America’s biggest financial stage.

“Ringing the NYSE Texas Opening Bell is more than ceremony — it’s a symbol of cricket stepping onto the world’s financial stage,” said Co-Owner of NCL and Cricket Icon Sachin Tendulkar. “Just as markets connect investors worldwide, cricket unites billions of fans across cultures and countries. Today we show that America is ready to be part of that connection.”

“At the New York Stock Exchange, the Opening Bell signals leadership and vision, said Bryan Daniel, President of the NYSE. “Today, with Sachin Tendulkar and the National Cricket League on this stage, we celebrate more than a game — we celebrate a global sport stepping into America’s financial and cultural spotlight. As the official jersey partner of the NCL, NYSE Texas is proud to stand alongside this movement, where business meets sport and billions of fans are connected worldwide.”

“Ringing the NYSE bell marks cricket’s arrival in America’s business mainstream,” said Arun Agarwal, Chairman of the National Cricket League. “With the NCL USA, we’re building a bridge from Wall Street to Main Street — and to billions of fans worldwide who see cricket as both a sport and a global marketplace of passion and opportunity.”

Beyond the tournament, the NCL is committed to building opportunity at the community level. Today, Brian Lara and the NCL USA team visited Franklin D. Roosevelt High School in South Dallas to teach students the fundamentals of cricket. It was the first time many of these students had ever held a bat — and it won’t be the last. The league plans to expand these grassroots clinics to schools across North Texas, making cricket accessible to the next generation.

The NCL tournament launches tonight at the University of Texas at Dallas, with matches broadcast globally on Sony Sports, nationally on ABC/WFAA, and supported by NYSE Texas as the league’s official jersey partner. The league introduces the fast-paced Sixty Strikes format, designed to engage new audiences while staying true to cricket’s traditions

Social media platform Reddit on Wednesday announced Indian cricket legend Sachin Tendulkar as its brand ambassador.

Sports fans will now have exclusive opportunities to engage with Tendulkar in Reddit communities, the company said in a statement.

Through his official Reddit profile, batting icon Tendulkar will share personal reflections, match insights, and exclusive content.

“In the coming months, Tendulkar will also appear in a new marketing campaign for Reddit in India as well as other markets throughout the world,” the statement said.

On his association with Reddit, Tendulkar said, “For me, cricket has always been about that pure connection with people, on and off the field. In getting to know Reddit, what stands out is the sheer passion that brings its communities together,” Reddit Vice President International Growth, Durgesh Kaushik said.

Kaushik said Tendulkar’s name is synonymous with cricket excellence and he possesses a remarkable ability to transcend boundaries and unite people through his extraordinary talent.

“His presence on the field fostered a powerful sense of community among fans, who were drawn together by their shared admiration for the ‘Master Blaster’,” he added.

Reddit has been taking steps to tap sports amid a 30 per cent on-year rise in interest on this subject on its platform.

Earlier this year, Reddit announced a partnership with Italian professional football league Serie A and last year, it announced a new partnership program with major US professional sports leagues, including NFL, NBA, MLB, PGA Tour and Nascar, the company said.

Bangalore (Karnataka) [India], May 19: Organic India has been delighting consumers for over 25 years with its authentic organic products. The Organic India brand is widely recognized as a pioneer in offering organic products in India, including the launch of Tulsi Green Tea and a unique assortment of herbal infusions featuring exotic ingredients like Hibiscus and Chamomile, as well as supplements made with real, whole herbs.

Organic India sources high-quality ingredients directly from thousands of farmers, creating a positive impact on both their livelihoods and the planet through eco-friendly farming practices.

In 2024, the brand was acquired by Tata Consumer Products (TCPL) to strengthen its health and wellness portfolio. This acquisition is expected to significantly expand Organic India’s distribution by leveraging TCPL’s extensive retail footprint across India and globally.

Organic India has now partnered with legendary cricketer Sachin Tendulkar, a global icon known for his dedication, authenticity, and consistency in a career spanning over 25 years. His determination to excellence and integrity mirrors with the brand’s unwavering commitment to deliver high-quality, trusted, organic products. With this natural alignment of shared values and vision, Organic India aims to deepen consumer trust, inspire brand love, and reinforce its position as a pioneer and one of the most trusted organic brands in the country.

Organic India focuses on sustainable living with a wide range of offerings in Herbal Supplements, Tea & Infusions, and Organic Packaged Foods in the health and wellness space.

Please find below the link to the Instagram post: https://www.instagram.com/p/DJ0q282S-tC/

About Tata Consumer Products Limited:

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 275 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of Rs Rs. 17,618 Crs with operations in India and International markets.

For more information on the Company, please visit our website www.tataconsumer.com

(ADVERTORIAL DISCLAIMER: The above press release has been provided by VMPL. ANI will not be responsible in any way for the content of the same)

(The story has come from a syndicated feed and has not been edited by the Tribune Staff.)

Initially targeted at cricket players, the company will introduce shoes for people into other sports and the masses in general

Cricketing icon and Bharat Ratna Sachin Tendulkar on Friday (October 10, 2025) launched TEN x YOU, a sportswear and athleisure brand which has been developed through his insights and on-ground experience as an ace sports person.

Initially targeted at cricket players, the company SRT10 Athleisure Pvt. Ltd., co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, which owns this brand, will introduce shoes for people into other sports and the masses in general.

Mumbai (Maharashtra) [India], February 5: Cricketing legend Sachin Tendulkar and Surat-based Jayesh Desai, Chairman of the esteemed Rajhans Group, a diversified conglomerate with interests spanning realty, confectionery, entertainment, hospitality, e-commerce, and textiles, have come together to create a gated community of Super Luxury Villa Townships – Rajhans Evana. The inaugural Rajhans Evana, promising an unparalleled living experience, is set to blossom opposite Novotel on Khopoli Pali Road.

This meticulously planned enclave of 415 villas bears the unmistakable stamp of Tendulkar’s discerning taste, with his influence woven through over 70 curated lifestyle amenities curated lifestyle amenities along with experiences designed to enrich the lives of every family member residing at Rajhans Evana.

Sachin Tendulkar said, “Rajhans Evana is more than just an address; it is a personally curated lifestyle experience that draws from my travels across the globe and understanding of refined living. My vision is for a place where families can create lasting memories as they find true peace in perfect harmony with nature. I am excited to partner with the Rajhans Group to bring this dream to life.”
Jayesh Desai, Chairman of Rajhans Group said, “My friendship with Sachin spans years, and it is an honour to collaborate with him in realising his extraordinary vision for luxury living. Our first Rajhans Evana is taking shape in the serene landscape of Khopoli Pali Road, designed for those who appreciate the finer things in life and seek an exclusive, tranquil retreat. We are committed to expanding the Rajhans Evana brand to other prime locations across India, creating a legacy of exceptional Super Luxury Communities.”

(ADVERTORIAL DISCLAIMER: The above press release has been provided by VMPL. ANI will not be responsible in any way for the content of the same)

Disclaimer: No Business Standard Journalist was involved in creation of this content

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.

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.