After doing battle on grounds around the world, Matera Mauler Sanath Jayasuriya and Calcutta Cruiser Saurav Gan-guly are set to face off again in India. Only this time, they will be fielded by cola companies, not their respective countries. While Pepsi is betting that Jayasuriya is the right choice, Coke along with several cricket fans is convinced that Ganguly is the real thing.
Jayasuriya is slated to ink a three-year worldwide deal with Pepsico early next week for an undisclosed sum. However, sources indicated that Jayasuriya would be paid almost twice or thrice the amount paid to Indian captain Sachin Tendulkar for endorsing Pepsi. Considering that Jayasuriya is far ahead of the pack in the Ceat world rankings, Pepsi may be getting its moneys worth.Pepsis deal with Jayasuri-ya was negotiated without any go-betweens, unlike earlier cases such as the contract with Ten-dulkar, which was negotiated by WorldTel on Tendulkars behalf.
Meanwhile, Coke is on the verge of clinching a deal with Ganguly for its beverage products in India the first time Coke will use an Indian sportsman to endorse its products. Sources said the Coke-Ganguly deal, also expected to be finalised next week, was facilitated through WorldTel. However, the sources said Coke has still not decided whether to use the Bengal Tiger for advertisements or just promos.
However, Pepsi has gone one up on Coke by also signing on the entire Pakistan cricket team for three years! The deal, which will give Pepsi near-total access to in-stadia hoardings and other advertising facilities, is expected to effectively shut out Coca-Cola from the Pakistan cricket scene.
Both Pepsi India and Coca-Cola India were unavailable for comments. It is also not clear when promos and ads featuring Jayasuriya and Ganguly will make their debut.
Coke had refrained from using Indian cricket stars till now and concentrated on theme ads, as it said preferred to promote the brand rather than individuals. However, the company has been forced to change its strategy after the runaway success of Pepsis campaigns, which have used players like Mohammed Azharuddin, Sachin Tendulkar, Vinod Kambli, Kapil Dev and Rahul Dravid, apart from other celebrities from the field of Hindi films and music. Pepsi India has also been sponsoring various Test series played by India against other nations since 1993.
Although Coke managed to bag the official rights to the last World Cup, Pepsi brilliantly ambushed it with the now-legendary Nothing official about it campaign. Pepsi has now managed to emerge as one of the six main sponsors for the next World Cup, to be played in England. Pepsi also wrested the sponsorship of the Pakistan cricket team from Coke in October.
