doi no.: 05-2016-44975451; DOI Link :: https://doi-ds.org/doilink/09.2023-89966447/IJPESAS/VOL 13/NO. 1/JAN./2023/A3

AFFILIATIONS:
1 Department of Mechanical Engineering, National University of Technology (NUTECH), Islamabad, Pakistan *asifdurez@nutech.edu.pk

2 Department of Automotive and Mechanical Engineering, University Malaysia Pahang, Pahang, Malaysia

Sporting celebrities have become an integral part of popular culture in recent years, with their influence extending far beyond the realm of sports. These individuals have achieved a level of fame and recognition that transcends their athletic abilities, becoming cultural icons and role models for people all around the world. This abstract provides an overview of the concept of sporting celebrities and their impact onsociety.Sporting celebrities are individuals who have achieved fame and recognition through their achievements in sports. They are known for their exceptional talent, hard work, and dedication to their craft. Sporting celebrities are not only admired for their athletic abilities but also for their personalities, values, and personal struggles. They have become symbols of inspiration and hope for many, inspiring people to pursue their dreams and overcome challenges.In this article, we take one sporting celebrity, Indian cricketer Sachin Tendulkar, and assess his image in popularity across the globe and his impact on the social culture of the region. The study also reveals that his humble personality and philanthropic work have contributed to his popularity among fansTop of Form.

Keywords: cricket; sports icon; philanthropy; achievements; fame; humility; community outreach.

Anand, M. (2017). Nation, masculinity, and cricket: The construction of Sachin Tendulkar. International Journal of the Sociology of Leisure, 1(1), 35-51.

Bajpai, G., & Ranjan, A. (2020). Cricket and the construction of Indian nationalism. South Asian History and Culture, 11(3), 309-326.

Barry, A. (2019). Cricket in the Commonwealth: The shared heritage of Empire. Sport in Society, 22(10), 1707-1719.

Barmola, K., &Saha, S. K. (2018). Understanding the determinants of cricket viewing experience: An empirical study of Indian cricket spectators. Journal of Hospitality and Tourism Insights, 1(1), 37-50.

Bhatia, K. (2019). Cricket and social identity in contemporary India. South Asian History and Culture, 10(2), 233-244.

Bojicic-Dzelilovic, V. (2017). Cricket diplomacy: South Asia’s other peace process. South Asia Research, 37(1), 71-86.

Chakraborty, S., & Roy, A. (2017). The impact of Sachin Tendulkar on Indian cricket: A content analysis of newspaper coverage. Journal of Media and Communication Studies, 9(5), 50-57.

Chaudhuri, S. (2018). Cricket in India: An exploration of the game’s cultural and social significance. Journal of Sport and Social Issues, 42(6), 484-497.

Chavan, P., & Goyal, R. (2018). Sachin Tendulkar: The role model for brand building in sports. Global Journal of Management and Business Research: E-Marketing, 18(1), 47-53.

Darnell, S., & Brennan, M. (2018). Cricket as a civilizing mission: Imperialism, nationalism, and sport in the late-nineteenth century British empire. The International Journal of the History of Sport, 35(5-6), 535-550.

De Zoysa, R. (2019). Cricket in Sri Lanka: Colonialism, nationalism and the quest for identity. South Asian History and Culture, 10(4), 466-484.

Giustozzi, A. (2019). Cricket in Afghanistan: Reflections on the rise of a new national sport. Journal of Sport and Social Issues, 43(4), 326-339.

Gupta, S. (2019). Indian cricket and the ‘god’ of cricket: A study of Sachin Tendulkar’s influence on Indian cricket. The International Journal of the History of Sport, 36(7-8), 599-617.

Hoque, M. (2018). Sport, nationalism, and modernization in colonial Burma: The case of cricket. The International Journal of the History of Sport, 35(11-12), 1107-1121.

Kandathil, G. M., & Acharya, S. (2018). Cricket and nationalism in India: The role of Sachin Tendulkar. International Review for the Sociology of Sport, 53(2), 217-235.

Khan, M. A., & Buss, T. F. (2019). Pakistan's cricket diplomacy: Sport as a foreign policy tool. Sport in Society, 22(7), 1068-1086.

Manners, J. (2018). The geopolitics of cricket in the twenty-first century. Third World Quarterly, 39(2), 235-253.

Mishra, A. K. (2019). Cricket diplomacy between India and Pakistan: An exploratory study. South Asian History and Culture, 10(2), 275-287.

Mitra, R., & Prasad, P. (2019). The impact of IPL on Indian cricket: An analysis of the viewership trend. Global Journal of Emerging Trends in e-Business, Marketing and Consumer Psychology, 4(4), 227-233.

Menon, R., & Kumar, V. (2018). Cricket and the Indian way of life: A historical analysis. Journal of Sport and Social Issues, 42(6), 498-511.

Rahman, M. M., & Sarkar, M. A. R. (2018). Sachin Tendulkar as a brand ambassador: A study on the influence of celebrity endorsement on brand loyalty in India. Journal of Marketing and Consumer Research, 47, 1-9.

Roy, D. (2019). The Sachin Tendulkar phenomenon: A study of the influence of celebrity endorsement on consumer behaviour in India. International Journal of Economics, Commerce and Management, 7(1), 47-55.

Singh, A. (2017). India’s cricket diplomacy and its impact on India–Pakistan relations. Asian Journal of Political Science, 25(4), 538-556.

Singh, R. (2019). Cricket, nationalism, and identity in India. South Asian History and Culture, 10(2), 218-232.

Singh, D., & Sharma, R. (2018). Perception of Indian cricket fans towards brand placement in cricket matches. Indian Journal of Marketing, 48(10), 51-59.

Shetty, A., & Venkatesh, B. (2019). Sachin Tendulkar and Indian cricket: A social identity perspective. Global Journal of Emerging Trends in e-Business, Marketing and Consumer Psychology, 4(4), 270-276.

Srivastava, A. (2018). An analysis of the factors contributing to the success of Indian cricket. International Journal of Business and Management Invention, 7(9), 39-45.]

Stump, C. (2020). The Indian Premier League and the global business of cricket. Journal of Business Research, 112, 428-436.

The Hindu news accessed on February 2023: https://www.thehindu.com/

Waghmare, S. (2020). Sachin Tendulkar: A study of brand association in cricket. Journal of Global Marketing, 33(4), 198-209.