Batting maestro Sachin Tendulkar’s sponsorship deal with MRF has ended, with global sportswear giant Adidas replacing the tyre major whose logo has been on the cricket icon’s bat for years.

“Sachin almost had a 10-year long relationship with MRF and now he is associated with Adidas,” an official of the World Sports Group (WSG), which manages Tendulkar’s endorsements said.

The move follows the recent entry of Adidas into cricket equipment segment. The company had utilised the services of the Master Blaster in design and development of the products.

Tendulkar has also been associated with Adidas for over a decade now as its brand ambassador in apparels and sports gear segment.

In the recently-concluded tri series in Sri Lanka, Tendulkar started using Adidas cricket equipment and the most conspicuous was the bat, which had the Adidas logo instead of the familiar ‘MRF — Genius’

The WSG official, however, denied to comment on the reason why Tendulkar’s contract with MRF was not renewed, citing confidentiality. Adidas had earlier said the marketing campaign for the new range will be spearheaded by Tendulkar.

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