Consumer Electronics Giant TCL Secures Rohit Sharma Endorsement

Ahead of the much anticipated ICC Men’s T20 World Cup next month, the Indian arm of Chinese consumer electronics giant TCL have secured an endorsement from star batsman and Indian team captain Rohit  Sharma. 

TCL is leveraging on the nationwide, mass popularity of the 37-year-old athlete who is nicknamed  ‘Hitman’ for his batting prowess as it aims to cement its brand position in India. 

The brand will work on engaging consumers through both online and offline marketing campaigns fronted by Rohit Sharma. 

Following the announcement, Philip Xia, General Manager, TCL India, said,“We are elated to welcome the one and only ‘Hitman’ to the TCL India family. Being a cherished icon, he inspires fans to strive for excellence just as we push the boundaries of excellence in technology and products with each launch. With the World Cup just around the corner, Rohit Sharma is undoubtedly the best partner, with whom we can grow our Indian community.“

Rohit Sharma added, “TCL’s dedication towards innovating with bigger and better technology-oriented products is inspiring. With this approach, I am looking forward to supporting the company’s efforts to bring the Indian sports community together, through our shared love for cricket.”

According to ASN data, TCL (9.1%, ~US$26m) is the 4^th highest spender for its category in the Asian sponsorship market since Q321, with a quarterly average investment of almost US$2.3m during this period. However the brand’s spends have been below their quarterly average investment since Q223, with spends ranging between US$796k and US$1.86m. The brand’s three biggest markets have been focused on Pakistan (66.5%),  China (23.8%) and India (8.7%). Apart from a US$1.5m deal with the Chinese Basketball Association (CBA) and Pakistan National Cricket Team deal worth US$3.3m, most of its deals tend to range between  US$212k and US$412k.