WHAT THE TENDULKAR BRAND STANDS FORWHAT THE TENDULKAR BRAND STANDS FOR

He is MORE THAN A SPORTSMAN to a country that has a dearth of heroes.

His brand symbolises

and SOLIDITY TRUST.

Having led India into a new era of fearless,

victorious cricket, he

That makes him a thought and ‘industry’ leader.

DEFINED THE TEMPLATE FOR MODERN BATSMANSHIP.

He inked deals that broke records,

changing the PARADIGM OF SPORTS ENDORSEMENTS IN INDIA.

With more than 34,000 INTERNATIONAL RUNS &

100 CENTURIES, he is the epitome of excellence and achievement.

Diminutive, with average looks and tons

of grace, he had a MIDDLE-CLASS UPBRINGING. His story resonates with every Indian.

What Next For Brand

TENDULKAR?thSachin Tendulkar, INDIA’S GREATEST CRICKETER, will play his 200 and final Test match from November 14. But Tendulkar

is more than a cricketer. An icon for generations of Indians, he is also ONE OF OUR MOST ENDURING BRANDS, one that has appeal across regions, gender and socio-economic standing

S

15+NUMBER OF BRANDS CURRENTLYENDORSED.

They include

BANKS, ELECTRONICS MAJORS, SPORTS GEAR MANUFACTURERS, LUXURY WATCHES & SOFT DRINKS. The association with health drink Boost is perhaps his longest lasting one. It was one of the first endorsement deals he signed - 24 years ago

WHAT LIES AHEAD?WHAT LIES AHEAD?

The brands Tendulkar endorses made

it clear that HIS RETIREMENT WILL NOT AFFECT THEIR DEALS. These include...

He will remain a strong brand, though the NUMBER OF ENDORSEMENTS MAY REDUCE. There will, however, be other opportunities, such as commentary.

INNOVATIONS WITH TENDULKAR Toshiba, for instance, is co-creating a LED TV Cricket Series. This is a product that combines Toshiba technology and Tendulkar’s expertise.

All of them are planning LONG-TERM ASSOCIATIONS with him.

His retirement is the perfect time for brands to cash in on his popularity. It also comes bang IN THE MIDDLE OF INDIA’S FESTIVE SEASON, when marketing activity is at fever pitch.

Keeping in mind that his endorsements MUST REFLECT HIS LIFE STAGE, he has been choosing deals in categories such as real estate and financial services, which are not usually youth-targeted.

A chance to reposition himself, choose brands WOOING MORE MATURE AUDIENCES - those who watched and idolised Tendulkar as they grew up.

MORE PRIVATE LABELS are in the pipeline. Tendulkar already has one - ‘Sach’ - with the Future Group, while Adidas has co-branded products called ‘ST’.

Did not have the

IMPACT AS CAPTAIN that he did as a player.

His RAJYA SABHA - India’s upper house of Parliament – innings has been devoid of meaning.

Accused of using his position to get exemptions, such as when he asked

for a CUSTOMS DUTY WAIVER for his Ferrari.

JARRINGNOTES

BRAND VOICES“Sachin is with Adidas for life.”Tushar Goculdas, Adidas India brand director

“He is an icon of happiness, much like Coca-Cola, and we will continue to look towards him for spreading happiness in the country.”Coca-Cola statement

“We are looking forward to the relationship continuing for many, many years. His decision to retire will not have any bearing on our brand endorsement agreement.”Rishi Piparaiya, Aviva India director (marketing and bancassurance)

“As a sportsperson par excellence, he has been an inspiration to aspiring cricketers and kids alike. He aptly embodies the brand’s attributes and continues to be an ideal brand representative.”Boost statement

“Tendulkar has had a long and successful association with RBS, since September 2008, and is an integral part of our brand identity in India.”Kavita Sonawala, country head - marketing, Royal Bank of Scotland (India)

OPPORTUNITIESOPPORTUNITIES

1010

` 5-6 CRORETendulkar’s reported annual price tag for endorsements. He moved from No 78 among the world’s highest paid athletes in 2012 to 51 in June 2013 on the ‘Forbes’ list.

He earned a reported $4 MILLION (` 24 CRORE) in pay and winnings,

and $18 MILLION (` 108 CRORE) in endorsements

“Sachin is with Adidas for life.”Tushar Goculdas, Adidas India brand director

“He is an icon of happiness, much like Coca-Cola, and we will continue to look towards him for spreading happiness in the country.”Coca-Cola statement

“We are looking forward to the relationship continuing for many, many years. His decision to retire will not have any bearing on our brand endorsement agreement.”Rishi Piparaiya, Aviva India director (marketing and bancassurance)

“As a sportsperson par excellence, he has been an inspiration to aspiring cricketers and kids alike. He aptly embodies the brand’s attributes and continues to be an ideal brand representative.”Boost statement

“Tendulkar has had a long and successful association with RBS, since September 2008, and is an integral part of our brand identity in India.”Kavita Sonawala, country head - marketing, Royal Bank of Scotland (India)

Sources: Cricketcountry.com, Business Today, Hindu Business Line, Moneycontrol.com, The Times Of India, Mumbai MirrorAN IN INDIA INFOGRAPHIC