MUMBAI: 200 Not Out, the producers of the film on Sachin Tendulkar, have appointed sports and entertainment group - IOS Sports & Entertainment, as the exclusive marketing agency for the docu-feature.

The film will capture the life of Master Blaster Sachin Tendulkar. IOS will be the central agency for all brand associations for in-film and out-of-film promotions.

The documentary on the legend, to be directed by renowned James Erskine, will capture the phenomenal rise of Tendulkar and will be released worldwide in both English and Hindi languages.

This will also be the first instance in the cricketing world when an icon of this stature will be captured through a film. This film also marks Tendulkar being the first Asian to join the list of personalities like Michael Jackson and Ayrton Senna, whose lives have been captured in documentary for theatrical releases.

200 Not Out founder Ravi Bhagchandka said, “We are very delighted to have IOS Sports & Entertainment on board for the project. It is a very special project for us and we are sure they will add immense value to same with their marketing expertise in sports and entertainment sector.”

IOS Sports & Entertainment managing director & CEO Neerav Tomar said that his company was proud that its efforts are being recognised. “We are excited to acquire the exclusive marketing rights for the film and have the opportunity to be a part of a film, which revolves around the Master Blaster. We are confident of living up to the expectations of the Film,” he said.

Earlier, IOS Sports & Entertainment worked in a similar capacity with Bhansali Productions & Viacom 18 Motion Pictures for its film Mary Kom. IOS Sports & Entertainment gave the rights of making the film to the production house and then worked closely from scripting stage to the release of the film.