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NEWS India-South Africa Series 2006>Canon signs Tendulkar as global brand ambassador 06th Nov 2006 19.29 IST By Agencies Japanese photographic and digital imaging solutions company Canon today signed Batting Maestro Sachin Tendulkar as global brand ambassador Sachin is only the second sportsperson to be endorsing Canon products after Russian tennis ace Maria Sharapova but the two great sporting personalities are unlikely to figure jointly in promoting the company's products at present, company's Singapore branch President and CEO Kazuto Ogawa said in Mumbai.
Sachin said he was a keen enthusiast of photography since childhood and had seen the TV cameras of the company, which he will start endorsing from the new year, since the time of his first international outing in Pakistan 17 years ago. "I felt these cameras were like my guards. Nowadays, there are 20 or more cameras to capture on-field actions. I am definitely going to carry my camera on the South African tour, My family will also be with me," he said. "One of my favourite photographs is the one taken at the Cape Town cricket ground with me in the middle and with the Table Mountain acting as a backdrop," he added. Sachin also rubbished media reports suggesting that he had lost a lucrative endorsement deal with a mobile telephone service provider, saying he had refused to compromise on their new contract. "I had a three-year contract with Airtel which has ended. During my association the brand has risen to become the number one. I don't make any compromises on contracts. They should match my expectations," Sachin said. Sachin said he did not concern himself on possible conflict of sponsors' interest vis-à-vis the Indian Cricket Board or the International Cricket Council and preferred to leave it to his agents to deal with it. "My agents are there to deal with these things. My job is to play cricket and not concentrate on other things," he said. Sachin was presented with a camera of latest model and digital copier by the company's officials while he gave them autographed bats after signing the deal. Also View In-Depth Coverage: India-South Africa Series 2006 Team Page: India Team Page: South Africa | LIVE CRICKET COVERAGE NEWS ~ Gilchrist has no plans to retire after World Cup ~ Ganguly's new batting approach may cost him sixer record ~ India 'squash the Orange' in World Cup warm-up game ~ Symonds gets a new hairdo for World Cup ~ Dhoni readies himself for stand-up act at World Cup (more in NEWS) FACE-TO-FACE ~ 500-mark a possibility in World Cup: Hayden ~ Minnows add charm to World Cup: Dravid (more in FACE-TO-FACE) COLUMNS ~ Will Sri Lanka replicate 1996 World Cup success? (more in COLUMNS) OFF-THE-FIELD ~ Ganguly again the darling of corporate world ~ Ganguly roped in as brand ambassador of Puma (more in OFF-THE-FIELD) PLAYERS Sachin Tendulkar, Sourav Ganguly, Rahul Dravid, Anil Kumble (more PLAYERS) TEAMS India, South Africa, Pakistan, Sri Lanka, Australia, West Indies, Zimbabwe, England, New Zealand, Bangladesh, Kenya, Holland | 
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