Sachin Tendulkar to boost India’s fantasy sports awareness as PFG ambassador


Cricket legend Sachin Tendulkar has signed a new partnership with Paytm First Games (PFG), a subsidiary of India’s largest mobile payments company Paytm, to become the fantasy sports platform’s new brand ambassador for this year’s Indian Premier League (IPL).

Tendulkar will also support PFG in creating awareness of all fantasy sports in India, with an aim of generating excitement around the likes of kabaddi, football and basketball, as well as cricket.

“As India’s homegrown gaming platform, our vision is to get the sports fans closer to the action with fantasy sports,” said Sudhanshu Gupta, PFG COO. “With Sachin as a brand ambassador, we wish to inspire mobile gaming enthusiasts to experience fantasy sports which are about tactics, strategic planning and research.”

The partnership comes after PFG launched its new marketing campaign alongside Tendulkar, which will tell the story of the cricket legend’s journey to professional sport.

The ‘Make the Right Choice’ campaign aims to encourage citizens to follow in the footsteps of Tendulkar and follow their dreams. It will also promote PFG’s skill and strategy-based games.

Gupta added: “Sachin is a true legend and an inspiration for millions across our country. With this brand film, we have shared one of the life-changing moments of Sachin’s life wherein he was faced with a difficult choice.

“We are happy to see that our entire campaign has struck a chord with everyone. It is our humble endeavour to inspire people to make the right choices in life irrespective of how difficult they might seem.

“The theme fits well with our fantasy sports game as well which requires users to have in-depth know-how and research of the game and players and make strategic choices while making their team.”

Tendulkar himself said: “Cricket is an engaging sport, and we all tend to have opinions about the game – right from player selection to playing strategies.

“Paytm First Games will give fans the opportunity to don their thinking hats and experience the thrill of making the correct choices and getting their teams to win.”

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