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Tendulkar bats for Musafir.com

United Arab Emirates-based travel website Musafir.com has signed up Indian cricket legend Sachin Tendulkar as its brand ambassador.

Terms of the deal were not released, but Musafir.com becomes the first company in the region to reach such an agreement with the 40-year-old, who also holds a stake in the firm.

The partnership covers a major global marketing campaign that includes print, radio, television and outdoor media.

Sachin Gadoya, managing director of Musafir.com, said: “This partnership is part of an integrated campaign that we are launching and is supported by a major upgrade to our website to make it even more user-friendly.”