Coca Cola signs Rs20 crore deal with Sachin Tendulkar

Beverage giant, Coca Cola has roped in batting maestro Sachin Tendulkar for a 3-year endorsement deal, pegged to be around Rs20 crore, as per reports.

The announcement though was not yet confirmed by Coca Cola or World Sport Group, which manages Tendulkar's brand endorsements.

Coca Cola was said to be in talks with Tendulkar for the ICC World Cup 2011 to compete with Pepsi, who is a global sponsor for the cricketing event. (See: Tendulkar, Dhoni may face off in PepsiCo, Coke battle)

Tendulkar, who was part of arch-rival Pepsi's camp, was dropped from the team two-and-half years back as Pepsi looked towards younger icons to drive its brands. Pepsi had also parted ways with ex-India captains Sourav Ganguly and Rahul Dravid, and actor Shah Rukh Khan.

Coke also has been relying on the younger brigade including Imran Khan and Gautam Gambhir, among the sportspersons for its brand.

Tendulkar will be used in corporate and CSR campaigns, as he ''symbolises trust, reliability and responsibility,'' said a company executive.