Will Brand Sachin Tendulkar, which sells everything from chocolate drinks to residences, remain intact after he bids goodbye to the willow?

Yes, say some from the world of advertising. The Master Blaster, who is to retire after playing his 200th test against the West Indies next month, will sustain his appeal though for a mature audience.

Celeb managers say Tendulkar will be picked up by brands in the financial services and luxury product segments, which appeal more to mature audiencesthan youngsters.

Tendulkar has 16 brands riding on him. In fact, his retirement plans were already factored in his current endorsement deals, say those associated with him. His annual fee is estimated at Rs 4-5 crore per endorsement.

According to Shailendra Singh, Joint Managing Director, Percept Ltd, “It’s time for him to reposition himself and take a fresh guard as he has the potential of becoming the Amitabh Bachchan of cricket.” But Tendulkar may have to re-strategise his brand positioning. One way of doing it, according to brand managers, is signing fewer number of endorsements rather than drop endorsement fees.

Some believe that advertisers may look at renegotiating endorsement fees downwards. Reduction in his fees is expected to fetch him more number of endorsements, added a senior marketer.

“It is a narrow brand of sport that he represents but it will evolve and inspire. It would be smarter move for Tendulkar not to pick up everything that comes his way,” said brand consultant Santosh Desai. Sachin is also likely to get more engaged with branded private labels business and cause-related campaigns.Seamus O'Brien, Executive Chairman of World Sport Group that manages Sachin, said that besides his obvious talent, it is his humility and outstanding character as a human being that has made him an icon not just to fans across the world but also to his clients.

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