Sourav Ganguly, une des plus grandes stars indiennes de cricket, devient ambassadeur social de Coca pour la Coupe du Monde FIFA 2017 des U17 organisée en Inde. Il portera l'image de ''Coca-Cola Support My School movement''
NEW DELHI: Beverage maker Coca-Cola India has roped in cricketerturned-commentator Sourav Ganguly as its social ambassador for a three-year deal ending in 2017, replacing Sachin Tendulkar, the country's most famous cricketer, whose contract ended last year.
"Ganguly is on board and a part of the team that will lead our charge towards the FIFA Under-17 World Cup football 2017," Coca-Cola India and South West Asia vice-president, marketing and commercial Debabrata Mukherjee said. Coca-Cola is a partner of the 2017 tournament to be held in India. "This could be a watershed event on the Indian football canvas," Mukherjee said.
Besides the cricket association, Ganguly will lead Coca-Cola's football programmes and run various grassroots football activities. "Ganguly has also volunteered to be a part of the Coca-Cola Support My School movement - a programme that promotes the cause of healthy schools," Mukherjee told ET.
"This deal should give Coca-Cola bigger clout in sports circles — mainly cricket and football. Sourav has a clean, consistent image," an official directly aware of the developments said. For Coca-Cola, which has A-listers such as actresses Deepika Padukone and Kareena Kapoor endorsing its brands, getting Ganguly to back its social initiatives should pay off, industry experts said.
"Sourav is on the IPL panel, he's a commentator, he's visible consistently, and he's on prime-time news. Brands want names that are visible and in the news. The move makes a lot of sense for Coca-Cola," said Shailendra Singh, joint managing director of entertainment and sports marketing firm Percept.
Coca-Cola did not comment on Ganguly's endorsement fees. While Coca-Cola signed Tendulkar for an estimated .`12 crore for three years, another official said Ganguly has been roped in for less.
Establishing an association with sports resonates well for cola companies, which often face flak for promoting sugary drinks. Rival Pepsi-Co, too, has cricketers MS Dhoni and Virat Kohli as the faces of its brands. "Sourav is a cricketer by accident and footballer by gene. He identifies with our priorities around promoting physical activity and well-being," Mukherjee said.
The maker of Thums Up cola and Sprite lemon drink has come full circle by turning to Ganguly, who used to endorse Coca-Cola beverages from 1997 to 2000.
Ganguly, 43, is tipped to become the coach of the Indian cricket team. He co-owns the Atletico de Kolkata football team, a franchise of the Indian Super League, which won the inaugural season in 2014. Ganguly is also the joint secretary of the Cricket Association of Bengal.
Ganguly is a member of the governing council of the Indian Premier League. He is part of the working group set up by the Board of Control for Cricket in India to study the Lodha committee report, which recommended the suspension of two IPL teams in connection with betting activities.