Tendulkar becomes brand ambassador for Toshiba

July 2, 2010

Legendary Indian cricketer Sachin Tendulkar has signed a multi-year deal with electronics company Toshiba Corporation to become its brand ambassador.

Tendulkar will take on the role across the company’s product categories of LCD televisions and home appliances, as well as for corporate branding in India.

With Tendulkar on board, Toshiba will be launching an extensive cross-product media campaign, with the key message of ‘Quality technology design’.

While the terms of the deal were not revealed, it is reported that Tendulker’s annual brand endorsement fees are between US$850,000 to US$1 million.

Kenji Urai, Managing Director of Toshiba India Private Limited, said: “Cricket is the most popular sport in India and Sachin, the most formidable and popular cricketer is an influential figure.

“His cricketing achievements and constant quest for high performance is in line with Toshiba’s “Leading Innovation” tagline, where Toshiba aims to provide products with innovation in high quality, leading-edge technology and stylish design.”