Social media platform Reddit has announced the appointment of cricket icon Sachin Tendulkar as its new brand ambassador to deepen its presence within global sports communities and foster stronger connections among fans.
With this collaboration, Reddit aims to enhance its engagement with its digital communities, particularly those focused on cricket.
Beginning this month, users will have opportunities to interact with Tendulkar within Reddit communities, including r/SachinTendulkar. Through his official profile, u/SachinTendulkar, he is expected to share personal reflections, insights, and exclusive content. Tendulkar is also slated to appear in upcoming marketing campaigns for Reddit in India and other international markets.
Sachin Tendulkar said, “I’m especially looking forward to discovering conversations on r/IndiaCricket and r/IndianSports. It’s a unique platform where people truly share what they love.This association gives me an opportunity to connect with fans in new ways and celebrate our shared love for sport.”
Durgesh Kaushik, Vice President of International Growth, Reddit, said, “This unifying community spirit is precisely what we aim to empower and cultivate at Reddit. We envision Reddit’s cricket communities becoming vibrant digital spaces where fans from every corner of the globe can come together, connect, and share their passion for the sport, and most importantly, engage directly with the legendary Sachin Tendulkar. We are immensely proud and excited to officially welcome the “Master Blaster” as Reddit’s brand ambassador. We believe that his participation will enrich the experience for cricket fans worldwide, offering them unprecedented opportunities for interacting and connecting with one of the game’s greatest icons.”
Reddit’s “Cricketverse” has demonstrated significant growth, with communities like r/IndiaCricket showing a 73% year-over-year increase in activity. Over the past 12 months, cricket communities on Reddit have recorded more than 3.7 billion screen views and 32 million global engagements (posts, votes, comments).
The platform has reported over 30% year-over-year growth in its sports interest groups, which comprise more than 1,000 communities. Recent sports partnerships for Reddit include agreements with Italy’s Serie A and major U.S. professional sports leagues such as the NFL, NBA, MLB, PGA Tour, and NASCAR.
