Sachin Tendulkar handed out dozens of cricket kits to kids from cricket clubs around New York on Thursday - it's part of DP World's 'Beyond Boundaries' initiative aimed at empowering communities through improved access to cricket.
The smart logistics provider has now used its global network to deliver 2,000 kits to grassroots organisations across four countries on three continents via eight repurposed shipping containers.
50 containers have been built which serve as pavilions, kit storage and scoreboards
The New York delivery came two days after the USA's historic victory over cricket giants Pakistan in the T20 World Cup.
"These kind of performances inspire the next generation. You need local heroes. And the way the team played was magnificent. I thoroughly enjoyed it" said DP World's Global Ambassador.
Containers have already been delivered to grassroots cricket in India, the UAE and South Africa.
"We need to take these initiatives and spread them across the globe, go and play exhibition games and globalise this beautiful sport. You've seen the reflection of what started long back in America."
Flanked by his old India teammate Ravi Shastri, and DP World Chief Communications Officer, Daniel van Otterdijk Tendulkar, distributed kits to beneficiaries from the Public Schools Athletic League (PSAL) and the Commonwealth Cricket League, identified by the ICC as key groups promoting the game in New York.
One youngster from the local Stuyvesant Cricket club said "I was looking at the advertising board of Sachin Tendulkar working with DP World. and it just like sparked something in my brain. The fact that we're trying to, like, nationalise cricket everywhere in the USA. because I'm not going to lie, there's some discrimination on cricket, like, you know, from baseball kids. It feels nice that we have like this sense of Nationalism you know, in America."
"'Beyond Boundaries' is all about inspiring young people to get into the game of cricket. Cricket is a great social game. It brings societies together. It brings teams together" said van Otterdijk.