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.

Coke is said to shoot a new television commercial early next month for Tendulkar, scripted by Prasoon Joshi, executive chairman & chief executive officer, McCann-Erickson Worldgroup India.

McCann-Erickson handles the creative mandate of Coca-Cola in India.

Tendulkar has been enjoying a good run of form lately, reaching his 51st test century in the current test series against South Africa. He was recently appointed the brand ambassador for Castrol India and had reportedly decline an Rs20 crore deal to endorse a liquor brand.

He endorses close to 14 brands including ITC's Sunfeast, Adidas, Aviva Life Insurance, Royal Bank of Scotland, appliances major Toshiba among others.