In a significant move, beverage giant Coca-Cola has reaffirmed its commitment to the International Cricket Council (ICC) by extending its partnership for another eight years, spanning through 2031. This renewed commitment encompasses all major ICC world events across various cricket formats, solidifying one of the ICC’s lengthiest associations with a single brand, a collaboration that commenced in 2019.
This extension builds upon Coca-Cola’s initial five-year agreement with the ICC, initiated in 2019, establishing Coca-Cola’s brands as the exclusive non-alcoholic beverage partners of the cricket governing body. The original deal covered prestigious tournaments such as the ICC Men’s Cricket World Cup 2019 and the T20 World Cups, among other global events.
With this latest announcement, Coca-Cola’s brands will retain their exclusive status throughout all major men’s and women’s cricket events, including World Cups and Champions Trophies, until 2031. This period will witness continuous high-profile cricketing action, including annual major international men’s and women’s events and the World Test Championship Final every two years.
Anurag Dahiya, ICC’s chief commercial officer, expressed, “This long-term collaboration ushers in a new commercial era, filled with exciting prospects for the sport. With the Men’s T20 World Cup in the USA and West Indies, and the Women’s edition in Bangladesh just around the corner, we’re poised for unprecedented global growth and engagement. This partnership not only celebrates our sport’s expansion but also promises innovative opportunities to enhance our fans’ experience worldwide.”
Coca-Cola’s enduring association with major sports events is underscored by its eight-decade-long partnership with the Olympics and over forty years with FIFA and the T20 World Cup.
Bradford Ross, vice president, Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, remarked, “…Sports holds immense power to unite people, and this partnership provides us with a unique opportunity to blend our brand affinity with the fervor for the world’s cricketing game. We endeavor to continue to delight consumers with our diverse portfolio and create unique experiences for fans.”
During the recent ICC Men’s Cricket World Cup India 2023, Thums Up and Limca Sportz served as the exclusive beverage and sports drink partners, while Sprite took center stage with its engaging ‘Thand rakh’ campaign.
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