NEW DELHI: MRF will make way for the Adidas logo on Sachin Tendulkar's bat, with the batting great ending over a decade-long association with the tyre maker to endorse the global sportswear company.
"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, told PTI.
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 products.
Tendulkar has also been associated with Adidas for over a decade now, as brand ambassador in apparels and sports gear.
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 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.