Sachin Strikes Gold

Looks like 2011 has proven to be a lucky year at least for India’s batting sensation Sachin Tendulkar. The Master Blaster got a great start to the New Year, accruing Rs 40 crore and two villas in new endorsement deals in just the initial 27 days of 2011!

First, the world famous Cola brand Coca-Cola declared Sachin as it’s “happiness ambassador” in a three-year endorsement deal. Following close on the heels of the Coke contract worth Rs 20-crore, the great Indian cricket icon signed a deal worth Rs 9 crore  with a real estate company Amit Enterprises as well as the renowned apparel maker S Kumars Nationwide (SKNL) for Rs 12-13 crore.

Tendulkar's deal with the Pune-based Rs 250-crore developer includes two villas priced at Rs 2.5 crore each, in Amit Enterprises' upscale housing project.

"We have taken Sachin as our brand ambassador because we are not known outside Pune, and his association with us should help when we start projects in Mumbai and Nashik," said Kishor Pate (Wani), chairman and managing director of Amit Enterprises. Future endeavors of the company include plans to enter Bangalore, Hyderabad and Chennai.

SKNL, which already swanks high-profile brand ambassadors such as Shah Rukh Khan for Belmonte and Amitabh Bachchan for luxury suitings brand Reid and Taylor, deems Tendulkar can help World Player, SKNL’s economy brand advance into the value segment for men and achieve the status of a pan-Indian brand.

"The timing of the World Cup is purely coincidental to the endorsement," SKNL's apparel and retail director Ashesh Amin said.

Tendulkar’s association with SKNL will not merely be limited to being a brand ambassador; in fact his alliance with SKNL will foray into other realms of the company such as incorporating his personal tastes with respect to colours as well as the look & feel of the brand. "Tendulkar is a go-getter. His dedication and attitude fits into World Player's brand values," Amin said.

Tendulkar who endorses 17 brands, including Adidas, luxury Swiss watch maker Audemars Piguet, Canon, ITC , Aviva Life Insurance , Royal Bank of Scotland and major Toshiba appliances; charges about $1 million annually for every deal. His endorsements are managed by sports management firm World Sport Group.

References:

http://economictimes.indiatimes.com/news/news-by-company/corporate-trends/sachin-tendulkar-strikes-rs-40-cr-two-villas-in-new-endorsement-deals/articleshow/7375190.cms

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