As per the agreement, Nimbus Sport will exclusively represent the commercial rights of Laxman globally. This will include endorsements, commercial/celebrity appearances, merchandising, licensing, media columns, exhibition matches, book deals, playing equipment deals, et al and the management/enhancement of the attributes of "Brand Laxman".

With a number of well-known athletes in advanced stages of finalisation with Nimbus Sport, the company has set itself the goal of garnering a 30 per cent share of the approximately Rs 72 crores (730 million) per year Indian athlete representation market by the middle of next year.

Laxman was one of the cricketers instrumental in India's historic win over Australia in Adelaide recently. Nimbus Sport has stated that with the increasing complexity in the commerce of cricket its full service sports management expertise is well positioned to expertly handle all of Laxman's commercial opportunities and responsibilities. This leaves Laxman the freedom to concentrate on his primary responsibility which is to continue tormenting Australia and hopefully later on Pakistan with the bat.

Britannia has become the first of six companies that has decided to associate with Laxman. Nimbus claims to have concluded a bat sponsorship and appearances deal shortly after finalising its representation of Laxman. A soft drinks major and a 2-wheeler manufacturer are in the final stages of negotiation to also sign up.