Soft drinks major, Pepsi, has dropped master blaster, Sachin Tendulkar, whose long-standing contract with the company expired in May. The dropping of Tendulkar comes on the backdrop of Pepsi axing the other two members of the Indian batting troika, Rahul Dravid and Sourav Ganguly, earlier this year.
Industry sources said Pepsi did not renew the contract with Tendulkar, who has been their brand ambassador since the 90’s, following its decision to focus on younger cricketers.
As per market estimates, Tendulkar with a fee ranging between Rs 3 to 4 crores for endorsement per brand has been the highest paid cricketer of his generation. Pepsi had made it clear its intention to go with youngsters as part of a new campaign for 2008, Yeh hai Youngistaan Meri Jaan and roped in Ishant Sharma and Rohit Sharma.