Sachin Tendulkar, the Indian Test batsman, has consolidated his position as the game's most marketable player after signing a deal worth around £12m with his agents, WorldTel. Sachin Tendulkar, the Indian Test batsman, has consolidated his position as the game's most marketable player after signing a deal worth around £12m with his agents, WorldTel. "This deal will make Tendulkar the highest paid cricketer in the game's history," a spokesman for the Bangalore-based sports management company said. The WorldTel president, Mark Mascarenhas, who has represented the player for five years, said that the 28-year-old's name could soon be adorning a global chain of restaurants."There's a whole world of opportunities that exist for Tendulkar in merchandising," he said. "We have this idea of beginning a chain of restaurants called 'Tendulkar's' spread around the world."WorldTel refrained from putting a figure on the five-year contract's worth, but industry sources say it is around 800 million rupees.

The Times of India newspaper put the figure at one billion rupees. Tendulkar's previous five-year contract for $6m (£4.2m) became a new benchmark for cricket in 1996.His new deal leaves behind many of the game's other major draws, including Brian Lara of the West Indies and Shane Warne of Australia.Rated as the best batsman of recent times and the only player to score 10,000 one-day international runs, Tendulkar is one of the most recognised faces in India and has endorsed a variety of products including soft drinks, sportswear, health food, credit cards, websites and tyre companies since arriving on the international scene in 1989. "He leaves the commercial decisions to the experts, but has strong and clear views on what he wants and what he doesn't want," Mascarenhas added. Advertising industry sources say that Tendulkar has turned down endorsing tobacco and alcohol products, despite being offered large amounts of money to do so.Tendulkar, who is preparing for India's forthcoming tour of Zimbabwe, said that he was glad to continue his relationship with his existing agents. "There has been considerable speculation in the market, but the break from a busy cricket schedule has given us the opportunity to cement our relationship," he said.Earlier this week Tendulkar received a rare accolade from his home town, with a stand in Bombay's Wankhede Stadium being named in his honour..

Mark Nicholas, the face of Channel Four's cricket coverage, had a somewhat battered look at Lord's yesterday. The former Hampshire captain was attacked the night before and had to have two ugly gashes stitched. Mark Nicholas, the face of Channel Four's cricket coverage, had a somewhat battered look at Lord's yesterday. The former Hampshire captain was attacked the night before and had to have two ugly gashes stitched. Nicholas was injured after he challenged thieves in west London who had broken into his brother Ben's car and stolen a mobile phone from it. "I went after two or three youths who I thought were involved in the theft," Nicholas explained. "When I went around a corner I was grabbed by one of them and another was whirling a chain, I was afraid of that so I kept my head down But I was still hit on the head by the chain I think it was a dog chain, rather than a bike chain.