The Hindu Business Line : Showdiff deal with Muralitharan

SHOWDIFF Worldwide, the talent management agency promoted by Ravi Shastri and Rediffusion DYR, has signed an agreement with Sri Lankan cricketer Muthiah Muralitharan.

The deal marks the first instance of a Sri Lankan cricketer exploring commercial interests in India. Under the agreement, Showdiff will handle all commercial endorsements and marketing commitments for the bowler in India.

Muralitharan is currently the joint world record holder for the maximum number of wickets (527) taken in Test matches.

Speaking about the rationale behind his agreement with Showdiff, Muralitharan said: "India is a huge market with multiple opportunities, and I had been looking at options which would benefit me. Showdiff Worldwide has an all-India presence, which would help me reach out to marketers across the country."

Currently in Sri Lanka commenting on the ongoing Indian Oil Asia Cup, Ravi Shastri, Vice-Chairman of Showdiff Worldwide, said: "Murali is one of the most talented cricketers of all time, and it's great to have him on board."

Muralitharan is currently associated with the UN Team dedicated to eradicating hunger from developing nations.

Mr Jaiveer Panwar, Vice-President, Showdiff Worldwide, said: "Our experience of having worked with celebrities will help us provide the strategic direction and necessary inputs to Muralitharan. We will continuously churn out innovative ideas that could then be leveraged to suit the brand persona of the `smiling assassin,' as Murali is popularly referred to by team-mates. My dilemma now is whether to cheer for my country or my client during the Indian Oil Asia Cup final on Sunday!"

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