Brand Endorser Report 2022 ranks Sachin Tendulkar as no.1 sports celebrity

Mumbai: According to Hansa Research's Brand Endorser Report 2022, which claims to be the largest Indian provider of consumer insights, cricket legend Sachin Tendulkar has emerged as the top sports celebrity, followed by Virat Kohli and M.S. Dhoni.

Brand Endorser is a thorough report based on extensive research done in 36 Indian locations.

According to the syndicated study, Sachin Tendulkar has an 84% recognition score, making him the most well-known star in the sports category. He has a sizable fan base, including one on social media, and is seen as being popular, likeable, a worldwide personality, confident, aspirational, fit, trustworthy, and personable. These factors make him a compelling brand ambassador for a range of products, the organisation said in a release on Monday, IANS reported.

Commenting on the significance of the report, Ashish Karnad, Executive Vice President, Hansa Research said, "Our study Brand Endorser is a holistic and comprehensive assessment of the value that an endorser brings to a brand. The study aids marketers in taking informed decisions and improving the overall return of investment (ROI) in celebrity engagement."

He further added, "Sachin Tendulkar is perceived as a humble star known for sincerity, loyalty and self-discipline. The brands acknowledge these traits and recognize that the audience will choose a product endorsed by an honest celebrity. This stands as a key reason for Sachin Tendulkar to remain as the most preferred celebrity under the sports category for endorsements."

According to the Brand Endorser report, Sachin Tendulkar has surpassed some of the popular sports celebrities including Rohit Sharma, Hardik Pandya, Ravindra Jadeja, KL Rahul, etc. Another interesting finding reveals that Sania Mirza is the only female sportsperson to be ranked in the top 10 list under the sports category.

The celebrities are ranked as per the Brand Endorser (BE) Score results. They are tracked on various metrics like likability, social media influence, perception, marketing potential, recognition, etc. which make up their final BE Score.

As per the study, Bollywood legend Amitabh Bachchan topped the overall list as the most recognised celebrity in the country with a very high All India Rank.

Hansa Research's Brand Endorser Report covered more than 550 celebrities across domains in the country. For this study, the research was conducted amongst 5100 respondents across 36 cities in the country, the release said.