Sachin Tendulkar Laces Up His Running Shoes For Marathon Endorsement

The deal has been announced as IDBI leverages on the iconic status of the star amongst Indians and the frenzy created by the recent release of Sachin: A Billion Dreams, his feature biopic. Previously, he has graced the IDBI Federal Life Insurance Marathons in Mumbai, New Delhi, and Kolkata.

Commenting on the new partnership, Karthik Raman, CMO, Head Products & Strategy, IDBI Federal, said, “We are extremely pleased to have God of Indian cricket, Sachin Tendulkar as the face of God’s own marathon, IDBI Federal Spice Coast Marathon 2017. This association will leverage the legacy of both the IDBI Federal Life Insurance Spice Coast Marathon and Sachin Tendulkar.”

“Health and fitness is a cause close to our heart and I am glad that Sachin shares in our vision as well. We believe that he can inspire many more people to take running seriously and make a lifelong commitment to their health. Through our marathons, we hope to create a generation of running enthusiasts who are passionate about the sport of distance running and keep their fitness a priority at all times,” he added.

While the commercial clout of Sachin Tendulkar has obviously taken a notch back since his retirement in 2013, he is still the choice du jour for heritage brands as well as high-profile categories such as telecommunications, medical services, business services and hotels, averaging between US$300k to US$600k for his deals.