Sachin Tendulkar launches his own Sports Management company

Indian batting legend Sachin Tendulkar has started his second innings in life by launching his own sports management company, SRT Sports.After 24 years of a glittering cricketing career Tendulkar has to now quickly grab the rules of the corporate world. The ‘little master’ has brought in former Tata Group senior executive Mrinmoy Mukherjee as Chief-Executive-Officer of the 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 TOI on Wednesday.The company will be responsible for the former India captain’s second phase of brand building and for his commercial engagements.

Earlier Tendulkar was managed by a group called World Sports Group (WSG), which has ceased its operations 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.

Mukherjee who had earlier held very senior positions in brands such as Raymond, Aditya Birla Group and Marico Industries, said at SRT Sports he wants to build 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 speaking about the venture, Mukherjee said: "SRT Sports Management's promise is to build around three key pivots of trust, transparency and performance."

SRT Sports will also manage Tendulkar’s Indian Super League side Kerala Blasters. As a player Sachin had scored 15921 runs from 200 Test matches and 18426 runs in One-Day Internationals. He also has an astonishing hundred tons to his credit. Sachin has enjoyed a coaching stint as well with Indian Premier League (IPL) side Mumbai Indians.