Sachin Tendulkar Roped in as Coca-Cola Ambassador

Indian cricketer popularly known as Little Master, Sachin Tendulkar was on 23 January 2011 roped in by Coca-Cola as its ambassador. US-based beverage maker, Coca-Cola signed a three-year endorsement deal for close to Rs 12 crore with Sachin Tendulkar  and roped him as Coke’s happiness ambassador. Coke has. Sachin Tendulkar will play his part in the company’s various strategic communications.

Sachin had earlier endorsed PepsiCo for close to a decade but was dropped two years back on the grounds that he did not fit in Pepsi’s youngistan campaign theme. All of Tendulkar’s endorsements are managed by sports management firm World Sport Group. He currently endorses endorses 14 brands, including Adidas, luxury Swiss watch maker Audemars Piguet, Canon, ITC, Aviva Life Insurance, Royal Bank of Scotland and appliances major Toshiba.

The beverage makers are roping in cricketers ahead of the World Cup 2011 for the advertisement campaigns. Coca-Cola has another Indian cricketer, Gautam Gambhir, among its list of endorsers. PepsiCo already released a high-visibility campaign featuring its star ambassador, Dhoni who will lead India in the ICC World Cup 2011 scheduled to be held from onwards 19 February 2011in India, Sri Lanka and Bangladesh.