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SBD Global/October 7, 2013/Marketing and Sponsorship

India Batsman Virat Kohli Makes Adidas Deal Official In Unveiling At Talkatora Stadium

Indian cricket batsman Virat Kohli made his sponsorship deal with adidas official on Friday, "following in the footsteps of" fellow Indian batsman Sachin Tendulkar, according to CRICKET WORLD. The deal was announced last week. Tendulkar's own association with the brand "has lasted 16 years and Kohli going 'all in' with adidas was introduced at a special event at the Talkatora Stadium." Kohli "was welcomed by a special message from Tendulkar, who spoke about his own association with adidas and told Kohli he was looking forward to seeing him perform in the famous three stripes" (CRICKET WORLD, 10/4). POST reported adidas is "focusing on leveraging on as FIFA World Cup 2014 and IPL in the next sales from Indian operations." Adidas India Brand Dir Tushar Goculdas said, "Next two years is going to be very important for us. There is a series of massive sporting events coming up. We will leverage on these sporting events to drive our sales growth in India" (POST, 10/3).
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