Sachin Tendulkar was the brand ambassador of the Indian Air Force (IAF). However, the IAF has dropped the legendary batsman as their brand ambassador as his appointment couldn't motivate young people to join the Air Force. 

According to India Today, the IAF has decided to replace the Little Master with its basic trainer aircraft ‘Pilatus’ after the association with the cricketer failed to garner desired results. The IAF is now using the trainer plane photographs to attract young people.

Tendulkar was conferred the rank of Group Captain in September 2010 to honour his achievements in the sport.