Mahendra Singh Dhoni the much famed former Indian Cricket team captain has made a comeback to the soft beverage arena, this time to endorse Powerade, the recently launched global sports drink from Coca-Cola. The deal which is for three years estimated at close to Rs 15 crore, said two executives with knowledge of the matter.
The Sports marketing and talent management firm, Rhiti Group, who represents one of India’s best captains, confirmed the deal but declined to comment on the financials.
“MS Dhoni has signed a multi-year endorsement deal with Coca-Cola’s Powerade. He has over 30 brand associations presently,” Pandey said.
In 2016, PepsiCo, Coca-Cola’s biggest rival, and Dhoni had ended their 11-year advertising association with each other , which had seen the cricketer endorse both Pepsi Cola and Lay’s chips, including being the face of big campaigns such as ‘Oh Yes Abhi’ and ‘Change The Game’.