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Sachin is Adidas’ weapon for new battle
Published on 28 Oct. 2009 10:25 PM IST
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The world’s second largest sports goods manufacturer, Adidas, now has a new expansion: All Day I Dream About Sachin. Perhaps the best way the German brand could have announced its entry into the cricket equipment market. It has launched Three Stripes cricket goods by getting the Adidas logo on the highest run-making bat in world cricket. And wealthy is the hand that wields the bat. Sporting a logo on it fetches crores. After years of wearing the MRF logo, the maestro’s bat now has Adidas emblazoned on it. ET has learnt that Sachin’s multi-year bat endorsement deal (including that of apparel and footwear) has been inked for close to Rs 3.5-Rs 4 crore (US $1 million) per year. The Incurza Range bat designed specially with inputs from the master blaster has a blade whose extended and raised middle and contoured edges put depth where it’s needed: superb driving power. Just what the accomplished Sachin, who plays with the straightest bat, asked for. “Sachin has been a part of the Adidas family for over 11 years and our association has now extended into a lifetime relationship,“ says Adidas India MD Andreas Gellner. According to Bunty Sajdeh, CEO of Cornerstone Sport and Entertainment that manages a total of 15 Indian cricketers including Yuvraj Singh, Suresh Raina and Rohit Sharma, sponsors always look for fresh talent that they can bank on for long term returns.

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