Fantasy sports platform Paytm First Games, owned by digital payments giant Paytm, has roped in Sachin Tendulkar as its brand ambassador, tapping the cricket icon’s popularity to widen its market share ahead of the Indian Premier League (IPL) 2020.
As part of the new partnership, Tendulkar will be seen creating awareness about the fantasy gaming aspect of cricket in India.
“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,” said Tendulkar.
Paytm First Games will leverage the former cricketer’s mass following to also promote other fantasy sports such as football, kabaddi, and basketball available on the platform.
Sudhanshu Gupta, the COO of Paytm First Games, is optimistic about new users trying their hands at fantasy gaming, with Tendulkar as the face of the brand.
“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,” said Gupta.
Along with this deal, the Noida-based firm has added INR 300 crore to its marketing budget for the remaining fiscal year, ending in March 2021.
Half of the funds will be spent during IPL 2020, starting on September 19, to expand its user base to 100 million from the current 80 million.
Over the next six months, 200 plus live events would be featured on the platform including international and domestic cricket tournaments, football leagues, and other competitions.
Paytm First Games joins a growing number of fantasy sports firms - that includes Dream11, My11Circle, and Mobile Premier League - to sign up cricketers as brand ambassadors.
The fantasy gaming portal recently announced its partnership with Jamaica Tallawahs in the Caribbean Premier League (CPL) 2020, becoming their exclusive gaming partner.