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SBD Global/October 16, 2013/Marketing and Sponsorship
Indian Cricketer Sachin Tendulkar To Keep Major Sponsorship Deals After Retirement
Published October 16, 2013
CURTAIN CALL: In New Delhi, Aabhas Sharma wrote the Board of Control for Cricket in India "expects a full house" in Tendulkar's last two test matches, against the West Indies. What more "could brands and media planners want?" There "are all the ingredients to make the occasion ripe for picking." Indian ad film Dir Prahlad Kakkar said: "It is going to be one of the most anticipated events of the year." He feels that Tendulkar is more than a brand -- "an icon, for over two decades" -- and it is natural of everyone to rush to earn from his game, one last time. Adidas will launch an "SRTforever" campaign, "which will be released a few days before the two-Test series against the West Indies begins." Other brands, too, "are looking to do special campaigns around Tendulkar's exit." But "they refuse to divulge much." An exec of a fast food brand Tendulkar currently supports said, "We have plans, of course, but it's a bit early to reveal them." Media planners "are working on new rates for TV ad spots." A Mumbai-based media planner said, "Generally, Test matches don't garner too many eyeballs and the rates are not so high. But this one will be different." Future Brands CEO Santosh Desai said, "This isn't comparable with the World Cup but the magnitude of the event is certainly not to be underestimated." A 10-second ad spot during a Test series usually goes for around Rs 50,000 ($800), "but for Tendulkar's farewell series, the costs are likely to touch at least" Rs 80,000 ($1,300) (BUSINESS STANDARD, 10/13).