As the master blaster hangs up his boots after playing his 200th Test match next month, the question is: Will Sachin Tendulkar, regarded as a demi-god in India, remain the darling of advertisers as he has been through the years?
His agency managing his endorsements, namely, World Sport Group (WSG), says that it has already factored in the batsman's retirement plans in their deals.
"The transactions we do for Sachin are normally those that are at least three years and above. Quite a few of them have been with Sachin for a while," says Harish Krishnamachar, senior vice-president and country head, WSG, implying that brands are not likely to desert him in a hurry.
Text: Viveat Susan Pinto & Sounak Mitra, Business Standard