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Paytm on board cricketer Sachin Tendulkar as a brand ambassador

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Tendulkar has previously invested in IoT company Smartron India

He has also invested in sports entertainment company Smaaash

Paytm is the official referee partner for IPL until 2022 and has been the title sponsor for India cricket

Digital payment giant Paytm, which has been associated with Team India and Indian Premier League (IPL), has hired cricketer Sachin Tendulkar as its brand ambassador, according to sources. The company founder, Vijay Shekhar Sharma, hinted the same on Twitter.

This is not the first time that Tendulkar has been associated with an Indian startup. Previously, the winner of Bharat Ratna had invested in Smartron India, a Bengaluru-based Internet of Things (IoT) company, and had also come on board as the company’s brand ambassador.

He has also supported the sports entertainment company Smaaash, a gambling hall operator with multiple digital entertainment centers for cricket, football, go-karting, bowling and other recreational activities. Tendulkar has also launched a premium menswear brand on the e-commerce platform Myntra, owned by Walmart.

Besides Tendulkar, other mainstream Indian cricketers have also been associated with Indian startups. The list includes Virat Kohli, Yuvraj Singh, MS Dhoni, Sunil Gavaskar, Robin Uthappa and more. You can read more about Indian Cricketers Sprint at Indian Startups in our report, Indian Cricketers And Their Innings With Startups, Investments And Entrepreneurship.

The relationship between Indian startups and cricket isn’t new either. Several Indian startups are sponsors and official partners of the IPL or crickets. For example, last year BYJUS became the official shirt sponsor of the Indian cricket team and played OPPO again. Meanwhile, other companies such as Unacademy, Paytm and Dream11 are also involved.

For IPL 2020, Dream11 has replaced Vivo to become the Official Title Sponsor following a bid of INR 222 Cr (nearly $ 33.5 million). With this, the Vivo IPL will be renamed Dream11 IPL and the name will be displayed on umpires jerseys and other branded material.

Last year, Paytm was the local sponsor of the mobile wallet brand and the official referee partner for the next five years between 2018-2022. The company is also the title sponsor of Indian cricket.

Commenting on the same, said CEO Sharma, Cricket has been a key element in Paytm’s brand journey and has worked extremely well for our young brand. In addition to IPL, we have also been the title sponsor of India cricket in recent years. We had a great relationship with the BCCI and our investment in IPL reaffirms our commitment to this wonderful sport.



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