Sachin Tendulkar turns down record liquor endorsement offer:

MUMBAI: True to his promise and character, Indian cricketing legend Sachin Tendulkar has refused a mega offer to endorse a liquor brand . Experts in the commercial endorsement business say it would have been the highest-ever deal for an Indian sportsperson had it been clinched.

A spokesperson from World Sports Group (WSG) -- who look after his endorsements -- confirmed the offer but said they cannot give details of the deal offered. “He did get an offer but we are not in a position to name the company or give details of the offer,” said the WSG spokesperson.

TOI has learnt that the offer, a one-year contract, was much higher than what Mahendra Singh Dhoni recently signed for a three-year deal with Vijay Mallya’s UB Group, which is worth Rs 26 crores. Sources say Tendulkar was offered as much as Rs 20 crore annually.

A former player who is also close to Tendulkar said the maestro is living up to the promise he made to his father Ramesh Tendulkar many years ago. “His father had advised him against endorsing alcohol-related or tobacco products soon after he had made the Indian Test team.

Anyways, money can never lure Tendulkar and this offer is a classic example of how he believes in his principles and values his cricket ,” said the player who once led India to a famous win under Tendulkar’s guidance.

The general belief is that the UB Group approached Tendulkar with the deal before signing Dhoni but Arun Pandey, who heads Rhiti Sports Management and is a close business associate of the Indian captain, said they have no idea about it.

“We have no knowledge about who approached Tendulkar or the offer that was made to him,” said Pandey. Besides Dhoni, the UB Group has also signed up four other players for promotion of their brand McDowells.

Source ET