Sachin Tendulkar’s retirement from one-day cricket might affect his brand value over the next few years, according to a report in the Times of India. The paper says that industry experts believe brands are likely to reevaluate their deals with him following his announcement.
Tendulkar currently has deals with 17 brands and his total brand value is in the region of Rs 200 crore, the paper said. While the number of brands he endorses is not expected to change much, his fees might slide by as much as 50% in the coming years.
"Sachin is not bigger than the game itself and now that the decision has been announced, he will definitely not command as much prominence as he did before. There will be a big shift in the kind of brands that will want to leverage his position now," said Bunty Sajdeh, the CEO of Cornerstone Sport and Entertainment, a celebrity management agency.
The paper reports that out of Tendulkar’s existing endorsements, six are up for renewal at the end of 2012 while another five are expected to end in 2013. One brand, Boost, has already decided to look for a younger brand ambassador while another, Aviva, has said it would reevaluate its contract with him at the time of renewal next year.
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