MAM
Tendulkar is ICC’s ambassador for 2011 Cricket World Cup
MUMBAI: With exactly 100 days to go for the start of the cricket World Cup, the Internatinal Cricket Council (ICC) has announced the appointment of Sachin Tendulkar as the official ambassador for the event.
In his role as ICC Cricket World Cup 2011 ambassador, Tendulkar will be called upon to promote and support a variety of ICC initiatives for the tournament, which is the third biggest sporting event in the world and will take place in Bangladesh, India and Sri Lanka from 19 February to 2 April next year.
Tendulkar will join Pakistan’s Javed Miandad as the only other player to take part in six World Cups. The ICC says that Tendulkar has inspired hundreds of millions of cricket lovers around the world with his personality, skill, temperament and love for the game. He has scored more international runs than anyone else in history while also adhering faithfully to the spirit of cricket. Off the field he has always carried himself as a true champion, making him a perfect role model and one of the most recognisable and popular sportsmen of his generation.
ICC CEO Haroon Lorgat said, “We are very lucky to have such an extraordinary player as Sachin supporting our flagship event. I don’t think any other player has inspired a nation like he has and the respect and affection he enjoys goes way beyond his native India. Many other athletes and sports fans around the globe admire what he consistently achieves and what he does for cricket.”
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
