Reddit has named cricket legend Sachin Tendulkar as its new brand ambassador, strengthening its connection with cricket fans and expanding its presence in the global sports conversation.
This partnership is a strategic move to deepen engagement across Reddit’s thriving sports communities, which have seen over 30% year-on-year growth. Reddit currently hosts more than 1,000 active sports communities, including partnerships with Italy’s Serie A and major U.S. leagues like the NFL, NBA, MLB, PGA Tour, and NASCAR.
Community-Driven Engagement
As part of the collaboration, Tendulkar will interact with users through Reddit communities such as r/SachinTendulkar, using his official handle u/SachinTendulkar. He will share personal reflections, exclusive content, and insights. Users can also expect his presence in Reddit’s marketing campaigns in India and select international markets.
“I’m especially looking forward to discovering conversations on r/IndiaCricket and r/IndianSports,” said Tendulkar. “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.”
A Growing Digital Cricketverse
Reddit’s “Cricketverse” is experiencing remarkable momentum. Communities like r/IndiaCricket have seen a 73% year-on-year increase in activity. Over the past 12 months, Reddit cricket forums recorded 3.7 billion screenviews and 32 million engagements, including posts, votes, and comments.
“This community spirit is what Reddit stands for,” said Durgesh Kaushik, VP of International Growth at Reddit. “Having the Master Blaster onboard will enrich the experience for cricket fans worldwide, offering new opportunities to connect with one of the sport’s greatest icons.”
With this partnership, Reddit aims to foster deeper connections between fans and their cricketing hero—digitally, directly, and meaningfully.
