Sachin Tendulkar to endorse Apollo Tyres
MUMBAI: Sachin Tendulkar may have hung up his boots five years ago, but there are brands that still want to be associated with the Master Blaster. The latest to turn to the God of Cricket is Apollo Tyres. Tendulkar will be the brand ambassador for India’s second-largest tyre company over the next five years.
Both Apollo Tyres and SRT Sports Management, which represents Tendulkar, declined to comment. However, a highly placed source close to the development told ET that the deal has been signed. “It’s a five-year deal with Sachin. The shoot is planned and the campaign should be out in the next couple of months,” the source added. The size of the deal is estimated between Rs 15 and Rs 20 crore.
Tendulkar has previously been associated with leading tyre brand MRF for about two decades. It became a performance brand synonymous with Tendulkar as he used the MRF logo on his bat for 13 years. “MRF and Sachin are unforgettable together... People don’t remember any other brand on Sachin’s bat. It will be very difficult for Apollo to create the same kind of brand connect. This is like taking Shahrukh away from Pepsi,” said Tuhin Mishra, MD of sports marketing firm Baseline Ventures.
Ad man and brand expert Sandeep Goyal, believes that Apollo’s target will be the audience that has once seen Tendulkar play and is still part of his fan base.
Both Apollo Tyres and SRT Sports Management, which represents Tendulkar, declined to comment. However, a highly placed source close to the development told ET that the deal has been signed. “It’s a five-year deal with Sachin. The shoot is planned and the campaign should be out in the next couple of months,” the source added. The size of the deal is estimated between Rs 15 and Rs 20 crore.
Tendulkar has previously been associated with leading tyre brand MRF for about two decades. It became a performance brand synonymous with Tendulkar as he used the MRF logo on his bat for 13 years. “MRF and Sachin are unforgettable together... People don’t remember any other brand on Sachin’s bat. It will be very difficult for Apollo to create the same kind of brand connect. This is like taking Shahrukh away from Pepsi,” said Tuhin Mishra, MD of sports marketing firm Baseline Ventures.
Ad man and brand expert Sandeep Goyal, believes that Apollo’s target will be the audience that has once seen Tendulkar play and is still part of his fan base.
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