Coca-Cola extends partnership with the International Cricket Council (ICC) for eight years
The International Cricket Council (ICC) and Coca-Cola have announced an unprecedented eight-year global partnership, covering ICC World events across all formats until 2031. The historic agreement, confirmed as one of the longest-ever associations formed by the ICC with a single brand, designates Coca-Cola as a Global Partner of the ICC.
The partnership, solidified with an official signing ceremony at the ICC’s headquarters, establishes Coca-Cola Company’s brands as exclusive non-alcoholic beverage partners for all men’s and women’s events, including ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies, through 2031. This collaboration represents a 13-year timeline (2019–2031) and positions Coca-Cola as a key contributor to major international cricket events.
ICC Chief Commercial Officer, Anurag Dahiya, expressed enthusiasm for the long-term collaboration, anticipating exciting prospects for the sport. The partnership aligns with the upcoming Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh, setting the stage for unprecedented global growth and engagement.
Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, highlighted the company’s commitment to refreshing sports fans and elevating their entertainment experiences. The partnership aims to unite people through the power of sports, blending brand affinity with the passion for cricket worldwide.
The recent ICC Men’s Cricket World Cup India 2023 featured Thums Up and Limca Sportz as exclusive beverage and sports drink partners, with Sprite leading the ‘Thand rakh’ campaign for fan engagement. Coca-Cola’s enduring association with sports, including the Olympics and FIFA, reflects its commitment to using sports as a platform for community-building and transformation.
The Coca-Cola Company in India offers a diverse portfolio of products, including Coca-Cola, Thums Up, Fanta, Limca, Sprite, Maaza, and Minute Maid juices. The company is dedicated to positively impacting communities through water replenishment, packaging recycling, sustainable agriculture, and carbon emission reduction initiatives.
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