Just 63 runs from three innings has not only Sachin's army of fans worried but also managers of the 17-odd brands he endorses.

When will Tendulkar call it a day? If endorsements were the deciding factor, the answer would be 2014, as all the 17 endorsement contracts ...

Coca-Cola has for the first time in India put a celebrity on its cans and has already released nine cans chronicling Sachin's best centurie...

The clamour for his retirement from at least one form of the game will not in any way impact the brand value of Sachin Tendulkar, asserts W...

For as long as Tendulkar plays, his youthful face and much mimicked voice will continue to be the one of the most dependable marketing's ha...

Cricket managers are the new kings of celebrity management business. Here is a look at some little-known people who handle the best of cric...

Experts feel that though the brand power of cricketers has got a boost, a lackadaisical performance in the future may have an impact.

Brands like Canon and Aviva Life Insurance have tried to use their association not only because Sachin is a cricket icon but also for the p...

Chennai Police may register a case against suspended IPL Commissioner Lalit Modi for not responding to summons issued by them, but said the...

He maintained that Modi would cooperate with the authorities as he has done thus far "within the framework of law and the limitations of hi...

Coca-Cola is in talks to rope in Tendulkar for a deal ahead of the upcoming ICC World Cup.

The commercial may have stepped into the territory of World Sport Group, which holds the ground sponsorship rights for international cricke...

With his best cricketing years behind him, brand Tendulkar no longer appeals to youth-focused marketers. A debate. Brand Dhoni | Football c...

BCCI announced a set of stringent terms taking away the liberty from players to endorse infinite brands.

A host of jilted marketers are pulling their much-touted cricketers and World Cup-related ads off-air.

The poster boys of Indian cricket, some of whom could be playing their last World Cup later this month, have begun moving beyond plain bran...

Multimedia games will soon allow you to test your batting prowess vis-à-vis the Little Master.