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SBD Global/November 15, 2013/Marketing and Sponsorship
Brands Pay Tribute To Retiring Cricketer Tendulkar Through Campaigns, Events
Published November 15, 2013
TENDULKAR'S LEGACY: In London, Matthew Engel wrote "all political careers end in failure, goes the old saying." The same "is even more true of sporting careers." They end "after the player’s body has stopped doing what the brain tells it." If not, "the player has gone too soon and failed to fulfil their full potential." Tendulkar will retire from cricket within the week, "after playing his 200th Test match for India, against West Indies in Mumbai." Even "if he is out for a golden duck in both innings and drops six catches, failure will not be in the national vocabulary." There will be arguments about Tendulkar’s place in cricket history, "perhaps more so in the future than now." Time is needed to lend perspective, which will not be on offer in Mumbai this week: the number of Google references linking "Tendulkar" and "god" has risen to 14.5 million. Tendulkar "is not the greatest cricketer of all time." But his longevity at the top "has beggared belief." Yet, amid the clamor of India, "he has been the still, small figure at the eye of the storm." Every time he batted, "the weight of expectation was ludicrous." India, which is internationally competitive in no other major sport, "placed all its hopes of glory on its cricket team and thus, for 24 years, on its best player: him." He "remained forever imperturbable: not a word out of place, not a hair out of place, and only rarely a shot out of place" (FINANCIAL TIMES, 11/14).