Adidas last used Tendulkar in TV ads in May but says below-the-line and digital activations continue to feature him.
It added that Adidas is working on its next cricket campaign which will most certainly feature Sachin.
Coca-Cola,which last aired a commercial ad involving Tendulkar in May-June, said it roped him in more for social messages and less for commercial advertising.
A Coca-Cola spokesperson said: "As our happiness ambassador, Sachin is the face of the Coca-Cola support my school project and continues to feature in promotions and activities around that campaign. "
The company had signed its endorsement deal with the cricketer in January last year and it ends in 2013-end.
Coca-Cola's plans to flood shop shelves with 6.5 million Sachin special cans to commemorate his 100th century during the summer of 2011 had flopped because of his poor form.
ITCs Sunfeast biscuit brand is advertising its Dark Fantasy sub-brand,and not Dream Cream which Tendulkar endorses.
