Mahendra Singh Dhoni has inked a three-year deal to endorse sports energy drink Powerade.
Three-years after dumping global beverage and food brand PepsiCo, Dhoni has agreed to pad up to play a three-year innings with rivals Coca-Cola. As part of the deal, Dhoni will endorse Coke’s newly-launched sports energy drinks brand Powerade.
Dhoni’s three-year deal with Coca-Cola is reported to be worth ₹ 15 crore by business news platform Brand Equity Economic Times. Even as there is no official announcement about the tie-up, the deal is confirmed by Dhoni’s managers and the amount, according to BE ET, is revealed by two executives with the knowledge of the matter.
In the 11-year association with PepsiCo, Dhoni had endorse company’s flagship product Pepsi Cola and Lay’s chips.
Coca-Cola’s Powerade will directly compete with the Pepsi energy drink Gatorade.
This is the third major endorsement deal for Dhoni after redBus and Colgate. He had last year endorsed more than 10 new products and brands like Mastercard, BharatMatrimony, cybersecurity company WardWiz, Dream11, Snickers chocolates, online pharmacy Netmeds, domain registrar and web hosting company GoDaddy, luxury watch Panerai, and automotive batteries and solar applications brand LivFast.
Dhoni also endorses his own sportswear brand Seven promoted by Rhiti Sports launched in February 2016, and a chain of gyms by the name of SportsFit World, which he started in 2012.