Mahendra Singh Dhoni has returned to the soft beverage turf, this time to endorse Powerade, the just-launched global sports drink from Coca-Cola. The three-year-deal is estimated at close to Rs 15 crore. MS Dhoni has signed a multi-year endorsement deal with Coca-Cola’s Powerade.
He has over 30 brand associations presently. In 2016, Coca-Cola’s rival PepsiCo and Dhoni had ended their 11-year high profile association, which had seen the cricketer endorse both Pepsi Cola and Lay’s chips, including being the face of big campaigns such as ‘Oh Yes Abhi’ and ‘Change The Game’. The 37-year-old India wicket-keeper batsman’s brand value and endorsements have seen a growth over the past two years, after a decline soon after he retired from Test cricket in 2014.
In 2018, Dhoni had signed more than 10 endorsement deals including Mastercard, BharatMatrimony, German cybersecurity company WardWiz, fantasy sports platform Dream11, Snickers chocolates, etc. MSD is also endorsing 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.