The Hindu Business Line : Is Brand Sachin still in top form?<br>Percept D' Mark, IMG in race for master blaster's contract

WITH Sachin Tendulkar's five-year Rs 100-crore contract with Connecticut-based WorldTel coming to an end this year, celebrity management companies such as Percept D' mark and IMG are said to be in the race for handling his commercial interests.

Will the `master blaster's tennis elbow and the long lay-off from the cricket field, have a bearing on his sponsorship deals?While a Percept official is confident that Tendulkar continues to have a high sponsorship value, more than any of the in-form cricketers, the advertising industry feels otherwise.

According to Mr Suhel Seth, CEO, Equus RedCell Advertising, "I don't think Sachin will be able to command the same kind of sponsorship money as he did five years ago. Much water has flown under the bridge and there are several new super stars who have shot to fame in recent times." He estimates a 25-30 per cent decline in endorsement fees.

Mr Vineet Sodhani, Head Customer and Client Servicing, Hansa Research, said, "Our Celebrity Track study has clearly indicated that Sachin like Amitabh Bachchan is right on top of people's minds. But his non-visibility on the field could make some difference to his endorsement earnings - not more than 10-15 per cent."

Tendulkar currently manages to get Rs 6.5-7 crore per sponsorship compared to the Rs 1-1.5 crore charged by Rahul Dravid, Virendra Sehwag or Sourav Ganguly.

Advertising industry officials said cricket stars such as Sachin and Sourav who had earlier entered into long-term contracts would not be able to do so now.

"The advertisers are no longer keen on five-year contract agreements as the form of the cricketer is crucial. A sponsor gets the return on his investment only if the celebrity is a top performer," said a Mumbai-based ad man. In the case of Tendulkar, the player's fitness is a concern. "One is not sure for how many more years he will be able to play," he added.

In recent times, Tendulkar has not signed any high profile sponsorship. His association with big brands such as AirTel, Pepsi and Boost began a few years ago when he was in good form.

Last year, Tendulkar was associated with German mobile phone firm G-Hanz and phone content provider Nazara Tech.

Also, tennis star Sania Mirza, F1 racer Narain Karthikeyan and ace marksman Rajyavardhan Rathore seem to be emerging as the latest role models for the youth.

"As other sports get popular, sponsorship for cricketers could be hit," said Equus RedCell Advertising's Mr Seth.

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