Sachin Tendulkar roars back into big league of endorsements
Tuesday 3 December 2024
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.
