PV Sindhu has joined the elite club of Jamaican sprinter Usain Bolt, the world’s fastest man to date, Argentine soccer great Lionel Messi, US tennis legend Serena Williams and Real Madrid’s James Rodriguez. Thanks to her latest brand endorsement – Gatorade.
Sindhu, the first Indian woman to win an Olympic silver medal, will officially endorse Gatorade, a sports drink sold by American food and beverage maker PepsiCo Inc, the firm’s local entity PepsiCo India Holdings Pvt. Ltd said in a statement on Monday.
PepsiCo launched Gatorade in India in 2004, but this is the first time it has hired an Indian to endorse the brand in India.
According to the company statement, Gatorade is the official sports drink of the Indian cricket team, FC Barcelona, and some of the world’s best sports leagues including UEFA Champions League, National Basketball Association, National Hockey League in the US and Canada, National Football League in America, and the Professional Golf Association.
“The move is a reiteration of PepsiCo India’s commitment towards dialing up the communication on the benefits of its healthier food and beverage offerings to consumers,” PepsiCo said in its statement. The company will run a digital campaigns featuring P.V. Sindhu in India in the coming weeks. Gatorade will also be unveiling an all new #SweatMore campaign featuring Sindhu in a digital film that shows the brand’s close partnership with the athlete. Gatorade India plans to have Sindhu work with the Gatorade Sports Science Institute during the period of the partnership, to better understand her training and match-day nutrition.
Talking about the partnership, Vipul Prakash, vice president-beverage category, PepsiCo India, “We are delighted to welcome Sindhu into the PepsiCo India family. We believe that Gatorade is the perfect fuel for PV Sindhu and we are happy to partner with her. Gatorade is a scientifically formulated sports drink that provides the right hydration and fueling during a strenuous game or a training session. PV Sindhu personifies the spirit of the brand through her determination and winning attitude.”
“There is no substitute for hard work. However, hard work comes with long hours of practice, persistence and perspiration. Each day throws a new challenge and you must be fit to take it head on. Gatorade helps athletes do just that. I am extremely honoured to join the Gatorade family of athletes which consists of sporting legends across the world,” added Sindhu.
Sindhu had, by end of 2016, signed six brands for endorsements for Rs7.5 crore, according to a 16 March report by GroupM ESP, the sports and entertainment arm of media buying agency GroupM.
Sindhu is also the most followed female sportsperson in the country.