World Sport Group, which manages Sachin Tendulkar's brand endorsements since the last five-six years, say the maestro is beyond the game for his value to be affected by temporary loss of form.
'Now, we have very different setting including changes in rules with two new balls and the fielding restrictions are very different. But ODI fever started in the 1990s. On-field noticeable changes, early to mid 90s was okay, but from 1996 things changed at rapid pace.'
The list of companies which believe that Brand Tendulkar doesn't work for them anymore has grown further. After Fiat, TVS and Airtel, beverages and snack food maker PepsiCo has decided to end its long relationship with the 35-year-old cricketer.
Five years into retirement, the little master is the third highest paid sports endorser. How did he script his return to relevance?
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