After playing cricket for more than two decades, Indian batting legend Sachin Tendulkar has started a new journey this time as an entrepreneur. The former batting star is launching his own sports management company named SRT Sports. Tendulkar has brought in former Tata Group senior executive Mrinmoy Mukherjee as Chief-Executive-Officer of his new company.
“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 the Times of India on Wednesday (August 31).
One of the greatest batsmen of all time, Sachin had scored 15921 runs from 200 Test matches and 18426 runs in One-Day Internationals in his illustrious career.
The company will take care of Tendulkar’s second phase of brand building and commercial engagements. The little master was earlier managed by a group named World Sports Group (WSG), which has now stopped operating in India. The cricketer said the parting between him and his manager of 16 years, Vinod Naidu was amicable. Naidu was the general manager at WSG. Tendulkar also said that Naidu was given a proposal if he would join SRT Sports but he declined the offer.
“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.
Meanwhile, CEO of this new venture, Mr. Mukherjee said: “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.”
“SRT Sports Management’s promise is to build around three key pivots of trust, transparency, and performance,” he added.
SRT Sports will also manage Tendulkar’s Indian Super League side Kerala Blasters.