By Javed Farooqui
Copyright indiatimes
More than a decade after retirement, Sachin Tendulkar remains one of India’s most bankable celebrities for brands. Industry executives estimate his brand valuation has crossed the $100 million mark, with his endorsement portfolio expanding to nearly 25 partnerships and revenues surging.Over the past year, Tendulkar has added four new partners: Reddit, Organic India (Tata Consumer Products), fintech firm Kissht, and Rajhans Realty. He also renewed long-standing deals with DP World, Gillette, Tanishq and Spinny among others.Executives say his endorsement revenues this year have risen more than 40% year-on-year, supported by both renewals and fresh signings. A couple of more collaborations are expected in the coming months. His per-deal earnings have also climbed about 15%, up from ₹7-8 crore each earlier. More than 70% of Tendulkar’s brand deals have lasted over five years, at a time when celebrity tie-ups are often short-lived. Sports marketers say his staying power comes from qualities such as trust, consistency, and a clean public image, similar to the traits that marked his cricket career.”Sachin is one of the top five celebrities in the country. It is difficult to find anyone better in India, and even after retirement his ability to draw crowds remains unmatched,” said Frank Schloeder, managing director, Hafele South Asia. “What I admired most was his professionalism, and that is probably the key attribute that has been one of the main drivers for us.” Arshdeep Chhabra, GM of Marketing at Spinny, added: “We were clear that we wanted someone who embodies trust, transparency, and integrity, and Sachin exemplifies those values. He also represents the idea that true excellence does not require compromising on these principles.”Tendulkar also commands a massive digital following, with more than 130 million across major platforms. Executives say this reach makes him equally attractive to traditional and new-age companies.Live EventsReddit, one of his latest signings, is banking on that digital appeal. “The partnership with Sachin Tendulkar aims to highlight Reddit’s growing cricket community,” said Durgesh Kaushik, VP of International Growth at Reddit. “In fact, Sachin’s recent Ask Me Anything (AMA) session attracted over 8 million views from around the world and was one of the most engaging AMA sessions in India in recent times.” The broader market has been supportive as well. According to GroupM’s India Sports Sponsorship Report 2024, endorsement spending crossed ₹1,000 crore for the first time, reaching ₹1,224 crore. Beyond endorsements, Tendulkar has been active in the startup ecosystem. He holds stakes in ventures such as Sugar.Fit, Spinny, Kissht and RRP Electronics, combining endorsements with equity investments. His upcoming athleisure brand, Ten X You, co-incubated with partners, is set to launch in October and will offer cricket gear, footwear, apparel, and accessories.He has also remained closely tied to cricket through initiatives such as the International Masters League, a joint venture between him, PMG Sports LLP (a partnership between Madison Group, Selvel One Group, and Sunil Gavaskar), and Sportfive, and the Indian Street Premier League, where he is both investor and mentor.Add as a Reliable and Trusted News Source Add Now!
(You can now subscribe to our Economic Times WhatsApp channel)
Read More News onSachin Tendulkar brand valuationTendulkar endorsementsBrand Tendulkar revenueSachin Tendulkar partnershipsTendulkar digital followingTendulkar athleisure brandgillette
(Catch all the Business News, Breaking News, Budget 2025 Events and Latest News Updates on The Economic Times.) Subscribe to The Economic Times Prime and read the ET ePaper online….moreless
(You can now subscribe to our Economic Times WhatsApp channel)Read More News onSachin Tendulkar brand valuationTendulkar endorsementsBrand Tendulkar revenueSachin Tendulkar partnershipsTendulkar digital followingTendulkar athleisure brandgillette(Catch all the Business News, Breaking News, Budget 2025 Events and Latest News Updates on The Economic Times.) Subscribe to The Economic Times Prime and read the ET ePaper online….moreless
