Paytm First Games signs Sachin Tendulkar as brand ambassador, to invest Rs 300 crore in fantasy sports

Homegrown digital financial service platform Paytm has announced that its subsidiary Paytm First Games (PFG) has signed global sporting legend Sachin Tendulkar as the brand ambassador. Tendulkar would be instrumental in creating awareness about the exciting genre of fantasy sports in the country.

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Other than fantasy cricket, he would help PFG promote and generate excitement around all sports, including kabaddi, football, and basketball. The partnership with Tendulkar will increase its reach in smaller cities and towns.

By welcoming Tendulkar as the brand ambassador, PFG hopes to inspire gaming enthusiasts to experience the fantasy sports phenomenon. The company has set aside Rs 300 crore for investing in growing the market for fantasy sports and other online gaming events during this financial year. It said over the next six months, 200 plus live events would be featured on the platform, including international and domestic cricket tournaments, soccer leagues and more.

Tendulkar said, “Cricket is an engaging sport, and we all tend to have opinions about the game – right from player selection to playing strategies. Paytm First Games will give fans an opportunity to don their thinking hats and experience the thrill of making the correct choices and getting their teams to win. I am happy to partner with Paytm First Games to enable cricket fans to engage more with the ever-popular game of cricket.”

Sudhanshu Gupta, COO, Paytm First Games, said, "Cricket is like a religion in the country which inspires over a billion people and fantasy sports takes the fan’s level of engagement to the next level where the user experiences the thrill of playing along with the athletes. As India’s homegrown gaming platform, our vision is to get the sports fans closer to the action with fantasy sports. Most of us have grown up watching the Master Blaster in action. With Sachin as a brand ambassador, we wish to inspire mobile gaming enthusiasts to experience fantasy sports which are about tactics, strategic planning and research."

Paytm First Games offers over 50 games where the most popular is fantasy sports where players apply research and strategy to engage with live sporting events. The platform engages with over 80 million gaming enthusiasts with most of them from smaller cities and towns. 

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