In a major move to strengthen its presence in India and deepen its engagement with sports enthusiasts, Reddit has signed up cricket legend Sachin Tendulkar as its brand ambassador.
As part of this new collaboration, the platform will offer fans exclusive access to Tendulkar through dedicated communities. From sharing his personal take on matches to offering behind-the-scenes stories from his storied career, Tendulkar is set to bring his voice directly to Redditors across the globe.
The partnership will also see Tendulkar feature in an upcoming global marketing campaign, with a specific focus on India. The campaign is expected to roll out over the next few months.
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Reflecting on the partnership, Tendulkar said, “Cricket, for me, has always been about the deep bond it creates—with teammates, with fans, and with the game itself. What struck me about Reddit is how naturally that kind of connection happens in its communities.”
Durgesh Kaushik, Reddit’s VP of International Growth, echoed the sentiment. “Sachin Tendulkar isn’t just a name in cricket—he’s a cultural force. His career has brought millions together, cutting across age, language, and geography. That spirit of unity is exactly what Reddit communities thrive on,” he said.
Reddit has been actively expanding its focus on sports, with interest in the category growing by 30% year-on-year on the platform. The company is also building strategic alliances to capitalize on this trend.
Earlier this year, Reddit tied up with Italy’s Serie A football league, and in 2023, it rolled out a major partnership initiative with top-tier American sports organizations such as the NFL, NBA, MLB, PGA Tour, and Nascar.
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With Tendulkar now stepping into the Reddit universe, the platform hopes to bring Indian sports fans even closer to the heart of the action—one post at a time.
