Beverage Company coca cola is trying to rope in master blaster Sachin for their 2011 World Cup endorsement, as India’s cricket captain Dhoni is with Pepsi. It might create a stint of war between these two, as the world cup will begin by February.
But till now no deal has been signed between the two, and according to a management official, “Coke is very keen to have Tendulkar on board." Coca cola openly says they are in talks with lot others, and says, "We are always in discussions with any number of leading celebrities with regard to their support of our brands and initiatives, but we only announce formal agreements after they are signed."
World Sport Group (WSG) has so far declined to comment on this matter. Their senior vice president in India Harish Krishnamachar said, "We are not in a position to discuss commercial terms for Sachin. Once a sponsor is signed, we will let our client announce it." Singapore based WSG looks into advertisement deals of Sachin.
Very recently Dhoni has emerged as the world’s highest valuable cricketer and he does have more advertisement fee than any other cricketer in India. Earlier it was Sachin.
This proposed endorsement deal might not be that easy to get for coca cola. Very recently Sachin has said a big No to a high money advertisement deal, in which he would have had to endorse an alcoholic brand.