Mumbai: After his glorious 24-year international cricket career, Sachin Tendulkar will now have to pick up the rules of the corporate world.
The batting maestro has launched a sports management company, SRT Sports, to handle his post-retirement career. The cricketer has roped in former Tata Group senior executive Mrinmoy Mukherjee as CEO of SRT Sports.
“During my 24 years of international cricket, I solely focused on the activities related to my cricketing career. After my retirement, I have the opportunity to engage in multiple initiatives which can be supported by a dedicated team at SRT Sports. I have already seen the benefits of the insights provided by the team and look forward to some exciting initiatives,” Tendulkar told TOI on Wednesday. The firm will be responsible for the commercial engagements of the cricket icon, as well as developing the next phase of ‘Brand Sachin.’
Tendulkar was previously managed by the World Sports Group (WSG), which has wound up its operations in India. The cricketer said his split with his manager of 16 years, Vinod Naidu, who was the general manager at WSG, was amicable. Tendulkar said he even offered Naidu a chance to join his new venture, which was declined. “With the WSG relationship coming to an end due to certain corporate developments, it also gave an opportunity to invest in an organization which is future-ready and aligned to our needs,” Tendulkar said.
Mukherjee, who has held senior operations and marketing positions in Raymond, Aditya Birla Group and Marico Industries, said that his mandate at SRT Sports is to put in place the “right team, build the equity and core values that brand Tendulkar epitomises”. “The effort is to fortify the brand persona around Tendulkar and build win-win relationships with the associated brands. Our team has diversified skill sets which are in line with the emerging needs of Sachin’s second innings.”
While elaborating on what SRT Sports is all about, Mukherjee said: “SRT Sports Management’s promise is to build around three key pivots of trust, transparency and performance.”
SRT Sports will also manage the retired great’s ISL team Kerala Blasters.