Sachin Tendulkar pads up as brand ambassador for Paytm First Games

The company has also set aside Rs 300 crore for investing in growing the market for fantasy sports and other online gaming events during this financial year

Digital payments company Paytm said that its gaming subsidiary Paytm First Games (PFG) has roped in cricket legend Sachin Tendulkar as the brand ambassador. Tendulkar would be instrumental in creating awareness about the genre of fantasy sports in the country. Other than ‘fantasy cricket’ he would help PFG also promote other sports including kabaddi, football, and basketball. The firm said the partnership with Tendulkar will increase its reach in smaller cities and towns. PFG’s parent company Paytm is India's highest-valued unicorn, at $16 billion.

“Cricket is an engaging sport, and we all tend to have opinions about the game – right