About 13 years have passed since Sachin Tendulkar retired from cricket, yet his appeal to brands has not diminished at all. Despite stepping away from the sports arena, companies continue to view Sachin as a reliable and authoritative name. This is why his brand value is steadily growing, and the demand for his advertising contracts remains high.
According to a recent Kroll ranking publication on the most valuable celebrities, Sachin's brand value has increased by 12.2%, reaching $125.9 million. This propelled him from fifth to fourth place in the ranking. Notably, among the majority of participants in this list—active Bollywood stars and current sports icons—Sachin is the only retired athlete who consistently ranks highly.
The top spots in this list are held by Shah Rukh Khan ($177.9 million), Ranveer Singh ($162.9 million), and Virat Kohli ($158.4 million).
Sachin's popularity is also demonstrated by his advertising portfolio, which has grown by approximately 20% in a year, and he now collaborates with over 25 brands. His social media reach exceeds 125 million people. According to Kroll, Sachin's brand relies not only on his achievements in cricket; his long career, public trust, and recognition across different generations make him special for companies. In an era where the advertising world strives to follow viral trends and social media fads, Sachin's sustained popularity sets him apart from competitors.
Sachin's appeal to brands is not limited to premium or glamorous products. Companies also choose him for brands where trust and reliability are crucial. Recently, the agricultural company SML appointed him as its ambassador. The company's network covers about 18,000 dealers and over 1 million farmers. The company notes that Sachin's involvement has increased interest and positive sentiment towards the brand in the rural market segment.
Sachin has been collaborating with Apollo Tyres for a long time. For this company, he serves not just as a cricketer but as a symbol of Indian identity and global presence. The company emphasizes that Sachin's interest in automotive themes and his natural demeanor strengthen this partnership. During some shoots, he personally drove cars.
After retirement, Sachin's role in business has also transformed. He is no longer solely a face promoting a product but now participates in the work of many companies as an investor and strategic partner. Among his investment projects are companies such as Zepto, Spinny, and Truzon Solar. Furthermore, his connections with companies like Spinny, Kissht, and Sugar.Fit are related to both advertising and investments.
In a deeper capacity, Sachin is associated with the sportswear startup Ten X You, being its largest shareholder and participating in product development. According to the company, Sachin regularly tests products himself, assessing fit and comfort, and shares his opinions. When developing cricket shoes, he also suggested considering tennis shoe designs, as lateral movements in tennis can be beneficial in cricket.
Sachin's commercial journey began long before his sporting career. His first advertising contract was signed in 1989 for Band-Aid. Then, in 2001, a deal with WorldTel worth about 100 crore rupees cemented his status as a major commercial star in Indian sports. Even after nearly 25 years, his brand value remains strong. Among the brands he has collaborated with for a long time are Apollo Tyres, Luminous, Livpure, DP World, and Tanishq. Meanwhile, new companies in his portfolio include Reddit, Spinny, Kissht, and Häfele.