Forward the biggest draw for sponsors since Beckham

Raheem Sterling is poised to join the very top tier of commercial earners among world footballers with a Pepsi endorsement in which he stars in an advertisement spot with Lionel Messi and Paul Pogba, to be announced before next summer’s European championships.

The 24-year-old has been courted by some of the world’s major brands over the past year including Air Jordan, with Sterling a key target for the subsidiary of Nike as they move further into the football market with the potential launch of Air Jordan-branded football boots. A Pepsi deal represents the high end of blue-chip endorsements for the world’s leading footballers.

Sterling’s performances for Manchester City and England have taken him into the elite of the game with two more eye-catching performances for his country over the international week. Another goal for England against Kosovo on Tuesday night means he now has more for club and country this season – eight – than any European-based player other than Paco Alcacer of Spain and Borussia Dortmund.

It has made Sterling one of the most sought-after athletes in world sport and one of the biggest from among the England team since David Beckham’s personal brand spread beyond football almost 20 years ago. Beckham was also a Pepsi endorsee in his day and the softdrinks giant’s decision to place Sterling alongside such well-tested marquee brand names as Messi and Pogba demonstrates the power of the young Englishman’s profile.

The deal with Pepsi is expected to be for a single year and will be a key part of their campaign leading into Euro 2020. Messi has been the face of Pepsi since before the 2014 World Cup finals and the major commercials tend to feature the Argentine plus the player of the day. This season his co-star has been Mohamed Salah, confirmation of the Liverpool striker’s worldwide appeal.

Sterling has just this season left on his Nike boot deal and the American sportswear giant is keen to renew in the face of serious competition.

As well as Pepsi, he has been courted by the men’s grooming multi-national Gillette. He is already signed by Microsoft to promote the Xbox game console and EA Sports, publishers of the successful Fifa football video game.