Sachin Tendulkar @ 45: Unmatchable commercial Journey

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April the 24th – the day has a celebratory significance for cricket lovers in general and millions of Sachin Tendulkar fans. The God of Cricket turns 45 on Tuesday, 24 April 2018. Social Media is pouring with wishes, greetings for one of the greatest cricketers of all times.

There are BOLD headlines in media, celebrating life and journey of the ‘living legend’. The man with the century of centuries, numerous achievements, unparalleled records more than a strong subject material for a doctor in philosophy.

The highs and highs, some lows too, in the 23-year-long journey in international cricket may be a daunting task to compile and describe. The first Indian sportsperson to ink a ₹100-crore commercial deal remains a ₹80 crore commercial value celebrity ever after six years of his retirement. revisits the peak points of Sachin’s life and journey beyond the cricket field.


First TV add:

First management deal: 5-year sports management deal with WorldTel worth ₹30 crores

Entrepreneur: Tendulkar has opened two restaurants in Mumbai: Tendulkar’s located in Colaba, and Sachin’s in Mulund, Mumbai and Bangalore.


Sachin was a hit not just on the pitch but also in the business world. Tendulkar’s popularity, in 1995, has led him to be a pioneer in India on cricket business dealings when he signed a record sports management deal with WorldTel worth ₹30 crore over five years. The deal was renewed in 2001 at ₹80 crore for the next five-year cycle. In 2006, he signed a contract with Saatchi and Saatchi’s ICONIX valued at ₹180 crore (US$28 million) over three years.


For someone who has lived through the 90s, reminiscing about Sachin’s TVCs like Boost, Pepsi, Action Shoes etc. invokes a deep nostalgia. The Master Blaster became the face of various popular brands, both Indian and foreign.

Sachin’s list of brand endorsement deals through his career include, Boost (1990–present), Pepsi (1992–2009), Action Shoes (1995–2000), MRF (1999–2009), Adidas(2000–10), Britannia (2001–07), Fiat Palio (2001–03), TVS (2002–05), ESPN Star Sports (2002–present), Sunfeast (2007–13), Canon (2006–09), Airtel (2004–06), Rorito (2016-), G-Hanz (2005–07), Sanyo BPL (2007–present), Toshiba (2010–present), Colgate-Palmolive, Philips, VISA, Castrol India (2011–12), Ujala Techno Bright, Coca-Cola (2011–13) and (2013–present).

He has also been a spokesperson for National Egg Coordination Committee (2003–05), AIDS Awareness Campaign (2005) and Luminous India (2010–present).


Tendulkar has opened two restaurants in Mumbai: Tendulkar’s located in Colaba, and Sachin’s in Mulund, Mumbai. ‘Sachin’s’ also has an outlet in Bangalore. Tendulkar owns these restaurants in partnership with Sanjay Narang of Mars Restaurants.

Among the cash-rich business portfolios, Sachin co-owns the Indian Super League (ISL) team Kerala Blasters in association with PVP Ventures owned by Prasad V Potluri. He also jointly owns Premier Badminton League team Bengaluru Blasters. All his sports team businesses are managed by Blasters Sports Pvt. Ltd., a company after his nickname ‘Master Blaster.’


Sachin was honoured with Arjuna Award in 1994 in recognition of his outstanding achievements in sports. He received Rajiv Gandhi Khel Ratna, India’s highest honour given for achievement in sports in 1997-98. After receiving Padma Shri in 1999, Padma Vibhushan in 2008, Sachin became the first sportsperson in India to receive the Bharat Ratna, India’s highest and most coveted civilian award in 2014.


Sachin sponsors 200 underprivileged children every year through Apnalaya, a Mumbai-based NGO associated with his mother-in-law, Annabel Mehta. He had spent nine hours on the 12-hour Coca-Cola-NDTV Support My School telethon on 18 September 2011 that helped raise ₹ 7 crore – ₹ 2 crore more than the target – for the creation of basic facilities, particularly toilets for girl students, in 140 government schools across the country.

Sachin, in his crusade against cancer, has turned down endorsements deals with Alcohol and Tobacco brands worth ₹26 crores. A request by him on Twitter raised ₹1.02 crore for the Crusade against Cancer foundation. He has till date raised over ₹1025 crores for helping cancer patients.

He also regularly organizes eye donation and eye camps across the country.

Being a Rajya Sabha MP, Sachin has strongly backed the idea of pension and coaching jobs for retired sportspersons. Sachin, in 2012, accepted the Rajya Sabha nomination proposed by the President of India and became the first active sportsperson and cricketer to have been nominated the Upper House in the Parliament of India.

Earnings 2017

Sachin’s earning has not faded much since his retirement with a number of expensive brand endorsement deal signed by him. His total earnings in the year 2017 stands at a whopping ₹82.5 crores after deducting government taxes.

In 2013, Tendulkar was listed at 51st position in Forbes’ list of world’s highest-paid athletes, with his total earnings estimated to be at $22 million. In October 2013, the net worth of Tendulkar was estimated at USD 160 million by Wealth-X, making him India’s wealthiest cricket player.

Sachin currently ranks 12th in the Forbes list of hishest-paid retired athletes which is topped by NBA and Basketball legend Michael Jordan. Sachin is behind, but in the league, among the top sports legends the world has ever seen – Arnold Parmer, David Beckham, Jack Nicklaus, Magic Johnson, Shaquille O’Neal, Gary Player, Wayne Gretzky, Greg Norman, and Pele.

Sachin has till date earned a whopping ₹900 crores ($135.6 million).


Sachin has played for Mumbai Indians since the inception of the Indian Premier League in 2008 till he retired in 2013. Sachin proved to be the face of not only the Mumbai franchisee, but also the cash-rich annual cricketing extravaganza. According to InsideSport Moneyball, Sachin has earned ₹38.28 crores in his entire IPL career and stands at 27th in Moneyball IPL Salary Rank (Based on total salary earned in IPL), a list which is topped by MS Dhoni (₹107.8 crores) followed by Rohit Sharma (₹101.6 crores).

It is clearly evident from the ranking that if Sachin had not retired, he would have easily been on the stop and attract lucrative IPL contracts than any other Player.