Sachin Tendulkar is reported to have inked an endorsement deal with India’s second largest tyre company – Apollo Tyres.
Sachin Tendulkar, who has endorsed and driven with the bat with an MRF sticker, will switch his allegiance to the rival brand Apollo in a five-year deal, reported to be between ₹ 15 and ₹ 20 crore.
Economic Times, quoting highly placed source, has reported that “the deal has been signed and that Apollo Tyres will soon launch a campaign featuring Tendulkar. It’s a five-year deal with Sachin. The shoot is planned and the campaign should be out in the next couple of months”.
Meanwhile, Sachin’s cross over from MRF to Apollo is being seen as a betrayal with the brand the Master Blaster has supported at the peak of his career. “India’s tallest cricketer carried the MRF brand name on his bat for well over a dozen years at the peak of his cricketing career and both the bat and the brand became synonymous with Sachin Tendulkar,” ad man and brand expert Sandeep Goyal, a doctorate degree holder on the subject of human brands, has stated in his article for Business Standard.
Gupta, however, has also defended The God of Cricket strongly. “To be fair to Tendulkar, though the MRF brand name is etched in the minds of Indian fans as MRF-Genius, the power behind the most prolific bat in Indian cricket, he stopped endorsing the tyre brand way back in 2009. Sachin was by then in the evening of his cricketing years, and MRF who had also had Brian Lara and Steve Waugh as brand ambassadors, decided to look for younger talent. MRF went on to sign the current Indian captain, Virat Kohli and India’s hard-hitting opener Shikhar Dhawan. Sachin was therefore, kind of left high and dry,” he writes.
Apollo Tyres is among the biggest competitors of MRF in the four-wheeler tyre segment.
Even as Sachin Tendulkar has hung his bat now, he carries tremendous brand value and fan connect for the legacy he has created with the willow over two and a half decades of international career. That still brings tremendous value to the brands like BMW, DBS, Sony Pictures Networks Sports Cluster, IDBI Federal Life Insurance, Oxigen, Future Group, Livpure, Luminous, and Rorito the Little Master is still endorsing.
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