MUMBAI: Sachin Tendulkar is not only ruling the cricket field with his free-flowing strokes but is also scoring in the advertising world. Coca-Cola is signing up Sachin Tendulkar as its brand ambassador, sources familiar with the development say.

The three-year deal is valued at around Rs 200 million, the sources add.

When contacted, a Coca-Cola spokesperson declined to comment. 

Coke will be shooting a new television commercial ahead of the World Cup, the sources say.

Tendulkar was earlier representing Coke‘s rival brand, Pepsi.