New Delhi, Oct. 10 (PTI): Retirement will not hit Sachin Tendulkar’s endorsement deals, several of the brands he represents said today.
“Sachin is with Adidas for life. Whether he plays cricket or not will not affect our relationship. We have had very strong ties with him and he is very special,” Adidas India brand director Tushar Goculdas said after the master blaster announced he would play his last Test next month.
Coca-Cola, Future Group, Toshiba, Aviva India and SAR Group took the same line.
Tendulkar earns about $18 million from endorsements, according to Forbes which in June ranked him 51 in the world on the list of highest-paid athletes. It put his earnings, including salary and winnings, at $22 million (over Rs 130 crore).
Coca-Cola India, which has Tendulkar as the face of its Support My School campaign for the girl child, said: “He is an icon of happiness much like Coca-Cola, and we will continue to look towards him for spreading happiness in the country.”
Future Brands managing director and CEO Santosh Desai said the association for the co-created Sach brand of toothpastes would continue.
“Sachin was signed keeping in mind all his life stages and not just his playing career,” Desai said.
Tendulkar is a brand in himself and his achievements matter more than whether or not he is still playing, Aviva India said. “We have a strong relationship with Sachin. 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,” company director Rishi Piparaiya said.
Toshiba said it was looking to enhance its brand presence in India through Tendulkar. “We have co-created a special Toshiba LED TV Cricket Series — a product of our expertise in technology amalgamated with his expertise of the game. The Cricket Series is specially created with Sachin’s contribution,” said Abhishek Mehta, head of marketing communications.
“Nothing changes as far as we are concerned,” said Rakesh Malhotra, chairman of the SAR Group whose Luminous Water Technologies is endorsed by Tendulkar.