WorldTel CEO Mark Mascarenhas, who made cricketers superstars, on Sunday died in a road accident in Nagoor, in Tamil Nadu.
Mascrenhas shot into limelight when he bagged the lucrative telecast rights for the 1996 cricket World Cup and signed Rs 28 crore deal with Tendulkar in 1996 making the batsman the highest paid cricketer ever.
The five-year contract between Tendulkar and WorldTel was renewed late last year for an undisclosed amount, believed to be in excess of Rs 50 crore, setting a new benchmark in cricket.
Mascrenhas was also planning to start a global chain of hotels carrying Tendulkar's name.
Sachin Tendulkar on Sunday said, he was shattered to hear the news of death of his marketing agent Mark Mascrenhas, whom he described as more of a family member.
Mark Mascrenhas, 44, started WorldTel in 1989 after brief stints with radio broadcasting stations in the US, including WCBS, is survived by his wife, two sons and two daughters.