Reliance Industries-owned sports management company RISE Worldwide has signed a multi-year talent management contract with cricketer Tilak Varma.

The company will represent Tilak with his brand image positioning and all commercial engagements including brand partnerships/endorsements, appearances, social media monetisation, and licensing.

Tilak, who plays for Mumbai Indians, will join RISE Worldwide’s roster of talent which include Team India Captain Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Suryakumar Yadav, Shreyas Iyer, Ishan Kishan, and Krunal Pandya.

Speaking about the association with RISE Worldwide, Tilak Varma said, “I feel extremely excited and honoured to be a part of the RISE Worldwide Talent team. I am at a key juncture in my career and I am sure that with RISE’s proven record and expertise in managing Indian cricket’s biggest names from their early years, I can feel secure and focus on my cricket without worrying about my commercial and brand management.”

Nikhil Bardia, head of sponsorship sales and talent, RISE Worldwide, said the company wanted to nurture him and build him as a personality outside of the cricket field before embarking on signing endorsement deals for him.

“For us, the focus will be to do deals with top brands for Tilak, ” he said, adding that the company prefers to do long-term endorsement deals with brands for all the talent that it manages.

Bardia said the company has done a standard endorsement contract wherein they will take a cut on every commercial deal that he signs. “We have consciously stayed away from minimum guarantee deals since that forces you to do smaller value deals with brands,” he stated.He also said that each of the players managed by the company has dedicated digital, PR, finance, legal, and sales teams. “So, there are about 8 to 10 individuals working on each of these players,” Bardia said.