The business of brand Tendulkar

Desh Gaurav Sekhri, a sports attorney, writes on sportzpower.net that the emergence of Tendulkar has radically changed the way sports marketing and management is perceived in India.

Sports Management as an industry was born on the golf course when Mark McCormack of IMG finalised a handshake deal with Arnold Palmer, the beloved and successful U.S. Professional Golfer ... A parallel could be drawn for Tendulkar and the late Mark Mascarenhas who started World-Tel with Tendulkar as the keystone client ... Tendulkar was and is, It. He was the best the world had to offer, and unlike some other clear-cut top-ranked athletes, such as Sampras or Federer, or David Duval ... Tendulkar was and is of a different mould. He isn’t a colorful personality like a Michael Phelps, or a LeBron James, or a Shane Warne. He is quiet, calm, humble, and wholesome. This is why in a country that lives by societal norms, a blend of fierce competitiveness, excellence in the face of failure, yet a family man who blunted sledges with cover drives, and reeked at times of goodness, is the man who forever will define what a Brand is.