This was announced on 1 June 2016 by the Chief Minister Pinarayi Vijayan. He said that the cricket icon has given his consent to use his name to strengthen the campaign against liquor and drug abuse in the state.
This agreement was reached when Tendulkar along with three other co-owners of the Kerala Blasters Football Club (KBFC) met Vijayan at the state secretariat. The other co-owners of KBFC are actor-turned politician Chiranjeevi, actor Akkineni Nagarjuna and Prasad.
Besides, KBFC also agreed to set up a residential Football Academy to train young talents in the state.
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