The ability of Sachin Tendulkar to appeal to top brands will be 'seriously hurt' by his retirement, it has been claimed, with the India superstar not having done enough to reinvent himself.
Tendulkar revealed at the end of Mumbai Indians' triumphant IPL campaign that he will retire from T20 cricket, and the 40-year-old appears to be heading towards the illustrious career in all formats.
The iconic batsman does, however, remain a brand favourite in India - along with Bollywood actor Shah Rukh Khan - although Tendulkar is set to see his his position affected when he ends his playing days for good.
“Sachin’s brand equity will get seriously hurt post his retirement because he has not done much to reinvent his brand," Shailendra Singh, joint managing director of Percept told dnaIndia.
Having enjoyed a near monopoly of sponsorship deals over the past two decades, Tendulkar is now being overlooked more regularly by brands in favour of the arguably more marketable MS Dhoni and Virat Kohli.
It may not all be bad news for Tendulkar, however, with some believing his reputation will see him earn further deals post-retirement - with the Test-runs record holder still holding a huge appeal for much of the population in India.
"You cannot expect a youth-driven cola brand to approach Sachin, but his credibility makes him an ideal face for a brand looking for someone whose name stands for security," said Atul Kasbekar, CMD of Bling Entertainment.
"So unlike his predecessors, Sachin will continue to have brands. So while there will be a slight dip, it cannot be a complete full stop. The enigma of Sachin Tendulkar is enduring, so it’s not something that will suddenly go invisible."