Iconix snapped up Tendulkar as its first client in a deal worth an estimated £22m.
V Shantakumar, CEO and MD of Saatchi’s Indian operation said: “Sachin is more than just a cricket player. He's a role model for young and old India.
“The value he commands comes from the respect and love people feel for him.”
Iconix, which has ambitions to become a major player in sports marketing and entertainment, made their move on the batsman – known as the Little Master – after his ten year deal with WorldTel expired last year.
Tendulkar said: “I am delighted to be the first client for this new venture. I have entrusted this new entity with the assignment of managing my affairs and have full confidence in their capabilities and in the fact that they will provide the requisite continuity to the brands I am currently associated with.”
