Brands stand by Sachin Tendulkar as he announces retirement

Paying tribute to Sachin Tendulkar, who announced his retirement after playing his 200th test against the West Indies next month, brands endorsed by him are standing by him saying the cricketer's retirement will not affect their endorsement deals.

The show will go on for Brand Tendulkar for many more years even after the curtains come down on his cricketing career on November 18, said advertising, marketing and brand pundits on the day the Master Blaster announced his decision to retire from cricket.

Tendulkar made his debut against Pakistan in 1989 and his journey with Indian brands started almost immediately, picking up the first few endorsement deals in 1990 for health supplement Boost and Band-Aid from Johnson & Johnson. Tendulkar may play his last match on the fifth day of his 200th Test match in Mumbai.

Across 24 years, Tendulkar is estimated to have endorsed over 50 brands including Boost, Pepsi, MRF, Adidas, Britannia, Fiat Palio, Airtel, Sanyo BPL and Coca-Cola with accumulated endorsement fees over Rs 500 crore. His prominent business deals included the Rs 30-crore plus with WorldTel in 1995 which was renewed in 2001 with more than double the price tag of Rs 80 crore. In 2006, Tendulkar inked a contract with advertising firm Saatchi and Saatchi’s Iconix which was reportedly valued at Rs 180 crore for three years.

World Sports Group (WSG) has been managing Tendulkar’s brand endorsements since 2006, when his contract with WorldTel ended.

Adidas, Coca Cola, Future Group, Toshiba, Aviva India, and SAR Group, which are endorsed by the master blaster, said they were looking for longer association with him after retirement.

"Sachin Tendulkar 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.

Expressing similar sentiments, Coca Cola India 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."

Tendulkar has been promoting the company's campaign for the cause of the education of the girl child as the face of 'Support My School'.