April 1, 2012

Indian cricket

Is brand Tendulkar still going strong?

Siddhartha Talya

Binoy Prabhakar, in the Economic Times, tries to find out if Tendulkar's brand aura is on the wane, since, as Prabhakar says, no company has signed him up after his 100th hundred.

All the 17 endorsement contracts in Tendulkar’s kitty run until then, according to his managers, World Sport Group (India) Pvt Ltd. Tendulkar remains among the highest-earning sportsmen in the country, second only to India captain MS Dhoni. But at least for now, there is no prospect of brands prolonging his career beyond 2014. No company has signed him up since his last milestone, belying the widely held expectation in the advertising fraternity.

The only marketing event commemorating his achievement has come from beverages major Coca-Cola, which announced a rollout of 7.2 lakh cans featuring the cricketer. Sportswear major Adidas is preparing to launch a new marketing campaign featuring him in the first week of April. But both are existing sponsors of Tendulkar.

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Siddhartha Talya is a senior sub-editor at ESPNcricinfo

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