Reddit, the global social media and discussion platform, has announced Indian cricket legend Sachin Tendulkar as its brand ambassador, marking a major step in the company’s expansion and sports engagement strategy, especially in India.

Master Blaster Joins Reddit

The announcement, made on Wednesday (June 18, 2025), positions Tendulkar not only as the face of Reddit’s marketing in India, but also as a central figure in the platform’s global brand strategy, especially for sports enthusiasts.

According to Reddit, fans will now have exclusive opportunities to interact with Tendulkar through Reddit communities. These interactions will feature personal reflections, match insights, and exclusive multimedia content shared via his official Reddit profile.

“For me, cricket has always been about that pure connection with people, on and off the field. In getting to know Reddit, what stands out is the sheer passion that brings its communities together,” Tendulkar said on his new association.

New Campaigns and Global Push

As part of the collaboration, Tendulkar will soon appear in marketing campaigns for Reddit across India and other international markets. The campaign aims to tap into India’s massive cricket-loving audience and promote Reddit as a vibrant, fan-driven platform for sports conversations and community engagement.

Durgesh Kaushik, Reddit’s Vice President for International Growth, said that Tendulkar's legacy and influence transcend boundaries, making him the perfect representative for Reddit’s global sports ambitions.

“His name is synonymous with cricketing excellence. His presence on the field fostered a powerful sense of community among fans, who were drawn together by their shared admiration for the ‘Master Blaster’,” Kaushik added.

Why Reddit Chose Tendulkar

Reddit has witnessed a 30% year-on-year growth in sports-related content and participation on its platform, which influenced the company’s decision to invest in a high-profile sports figure for outreach in cricket-centric regions like India.

Sachin Tendulkar, widely regarded as one of the greatest cricketers of all time, holds a cross-generational appeal that is rarely matched. With over 34,000 international runs and 100 centuries, Tendulkar’s career achievements have not only created records but also fostered deep emotional bonds with millions of fans worldwide.

His calm persona, universal respect, and enduring popularity make him ideal for digital engagement platforms like Reddit that thrive on authenticity, knowledge-sharing, and passionate discussions.

Reddit's Broader Sports Strategy

Reddit’s engagement with Tendulkar forms part of a larger international sports strategy. Earlier in 2025, the company entered a partnership with Serie A, Italy’s top professional football league. In 2024, Reddit announced strategic collaboration with major US-based sports leagues, including:

• NFL (National Football League)

• NBA (National Basketball Association)

• MLB (Major League Baseball)

• PGA Tour

• NASCAR

These partnerships aim to turn Reddit into a go-to destination for sports fans, providing a platform where athletes, analysts, and fans can share views, relive iconic moments, and build authentic connections.

Opportunities for Indian Fans

The association with Tendulkar is expected to drive deeper engagement from Indian users, especially in sports-related subreddits. From cricket analysis threads to live match discussions, users can expect to see more exclusive AMAs (Ask Me Anything) sessions and content drops involving Tendulkar.

It also marks a shift for Reddit India’s positioning in the social media landscape, where competition from platforms like Twitter (X), Instagram, and YouTube is intense. By focusing on interest-based, community-driven conversations, Reddit is carving a niche for those seeking depth over virality.

What This Means for Reddit’s Future in India

India, with its rapidly growing internet user base and unparalleled sports fan culture, offers Reddit a unique opportunity to scale its presence.

The Tendulkar partnership is not just a marketing exercise—it is a signal of Reddit’s long-term investment in India. The platform is also expected to roll out more localised content, regional language features, and strategic partnerships in the months ahead.

This move could be a game-changer in enhancing user growth, retention, and brand loyalty, especially among the country’s young, digitally active demographic.

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