35 Days to Retirement Day | Sachin: The Original Sau Crore Man

14 Oct,2013

Sachin Tendulkar

By A Correspondent

 

He has, arguably, been one the biggest Indian sports celebrities and an intensely sought after brand ambassador for almost two decades now. It all goes back to the time when Sachin Tendulkar struck a never-heard-before Rs 100-crore deal with Mark Mascarenhas’s sports management firm WorldTel in 2001, which was the beginning of the phenomenon of Brand Sachin. Since then, the master blaster has been a top endorser for marquee brands including Pepsi, Boost, Adidas and MRF among many others.

 

 

LITTLE MASTER’S BIG BUSINESS

OCT 1995 |

WorldTel signs Sachin Tendulkar - marketing agent Mark Mascarenhas is eventually credited with building the master blaster into a multi-million dollar brand

 

2001 |

Mascarenhas’s sport management firm WorldTel signs Tendulkar for a record 5-year contract worth 100cr

 

2006 |

Sachin signs on with the World Sport Group

 

CURRENT ENDORSEMENTS

Adidas, Toshiba, Aviva, Kaspersky Labs, Audemars  Piguet,Valuemart, Musafir.com, Amit, Luminous Enterprises, Livepure, Boost, Royal Bank of Scotland, Coca-Cola

 

According to Forbes magazine, Tendulkar’s earnings from brand endorsements stood at $18m as of June 2013 and is ranked 51st on the highest paid athletes’ list in the world. Tendulkar charges Rs 5-8cr annually per brand

 

SECOND INNINGS

After retirement, Tendulkar is expected to align himself with sectors such as banking and insurance as active sporting brands may not find him relevant

 

However, things are bound to change for the 40-year-old as he retires from all formats of the game soon and enters a new phase off the field. From charging anywhere between Rs 6 crore and Rs 8 crore annually as endorsement fee, his asking price after retirement is likely to plummet to Rs 2-3 crore, say industry experts. Brand marketers and sports agents say Sachin can live on as a brand to be reckoned with if he reinvents himself and cashes in on his fearless attitude instead of portraying himself as only an athlete.

 

Over the past two years, due to the uncertainty around his retirement, a few brands like Canon and Castrol pulled the plug on him. Besides, he has not signed any mega deals in the recent past. The last major announcement came in 2011 when Coca-Cola signed him for Rs 12-15 crore. The Coke deal is up for renewal in the first quarter of next year. The cricketer is now managed by the World Sport Group and has 13 brands in his kitty.

 

“Sachin has a compelling brand value since he is the first Indian sportsperson in the post-cable television era to have achieved unparalleled greatness. He embodies a certain kind of nostalgia for everyone who has grown up seeing him on TV in the ’90s. He will have opportunities going forward if he reinvents himself and leverages his iconic status,” says Anirban Das Blah, managing partner at celebrity management firm CAA Kwan.

 

Many of Sachin’s existing contracts are ending over the next year and one of the brands that he endorses says his contract would be renewed if he slashes his fee. “The kind of brands he will endorse and his involvement and engagement with them will change going ahead,” says Bunty Sajdeh, CEO, Cornerstone Sport & Entertainment, the agency which manages younger crickets like Virat Kohli and Shikhar Dhawan.

 

Recently, the German sports goods maker signed on 24-year-old Kohli for a record-breaking Rs 10 croreper-year deal, a sign of how some of the brands that Sachin endorses are looking at younger stars. However, Tushar Goculdas, brand director, Adidas India, says the brand’s association with Sachin will continue. “We will celebrate his final cricketing landmark with a campaign – #SRTforever. While he will play his final test match in the three-stripes , he will continue to guide and mentor team Adidas forever.”

 

Toshiba, which went ahead and renewed Sachin’s contract this year, is looking to use the cricketing great to co-create its products. Says Abhishek Mehta, head of marketing at the Japanese electronics major, “We want to be seen doing big things with him as his association goes beyond just endorsing the brand for us.”

 

Source:The Economic Times

Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

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