Mates, the entertainment division of communication firm, Madison World has signed a Rs 100 crore deal with Bollywood actor John Abraham to manage his account for three years.

The agency will now exclusively handle the actor's endorsements, appearances, events, licensing, television tie ups and marketing representation. Abraham was handling his work himself before the latest tie up.

"Given the buoyant economy and John's brand image and personality many Brands can benefit from an association with him," Madison World Chairman Sam Balsara said in a statement.

He is currently the face of a host of products and services, including LG mobile phones, Yamaha bikes and Castrol engine oil.

Mates, in addition to operating in the field of film advertising and co-promotions has been operating in the celebrity and talent management business since the last four years and during this period has handled more than 50 brand assignments in the Bollywood and celebrity space.