Tendulkar signs up with Fiat

Celebrated cricketer Sachin Tendulkar has become the 'Brand Champion' of Fiat, a popular car manufacturer.

The master blaster's association with the brand will kick-off Fiat's new initiative into the Indian market, It will commence with the soonto-be launched new 'Palio', according to a company release in Chennai.

"The company feels Tendulkar is the perfect Brand Ambassador as his elevated level of performance and dynamic, creative strokeplay will get perfect with the approach that Fiat will soon adopt in the Indian market," the release said.

The release quoted Tendulkar as being equally pleased. "I have always been a big fan of Italian cars, especially Ferrari and I am happy to represent Fiat and Italian Motoring."

"Tendulkar is young, strong, dependable and above all, number one. That is exactly what Fiat is aiming to be,' said MP Bianchi, Fiat's Managing Director.