Coca-Cola Renews Eight-year Partnership with ICC

By siliconindia  |  Tuesday, 26 December 2023, 03:37:25 PM IST

Coca-Cola Renews Eight-year Partnership with ICC
Coca-Cola, a prominent beverage company, has extended its collaboration with the International Cricket Council (ICC) for an additional eight years, extending the partnership until 2031. This renewed commitment covers all significant ICC world events across various cricket formats, marking one of the ICC's lengthiest associations with a single brand. The partnership, initially established in 2019, remains steadfast and enduring.
Expanding on its original five-year deal with the ICC that commenced in 2019, Coca-Cola has prolonged its association, establishing Coca-Cola's brands as the exclusive non-alcoholic beverage partners of the cricket governing body. The initial agreement encompassed prestigious tournaments such as the ICC Men’s Cricket World Cup 2019 and the T20 World Cup, along with various other global events.
With the latest announcement, Coca-Cola's brands will maintain their exclusive status across all major men’s and women’s cricket events, including World Cups and Champions Trophies, until 2031. This period will feature continuous high-profile cricketing action, including annual major international men's and women's events and the World Test Championship Final every two years.
“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", said Anurag Dahiya, ICC’s chief commercial officer.
Coca-Cola's association with major sports events is a long-standing tradition, highlighted by its eight-decade-long relationship with the Olympics and over forty years with FIFA and the T20 World Cup. “Sports holds immense power to unite people, and this partnership provides us with a unique opportunity to blend our brand affinity with the fervour for the world’s cricketing game. We endeavour to continue to delight consumers with our diverse portfolio and create unique experiences for fans," said Bradford Ross, vice president, Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company.
In the recent ICC Men's Cricket World Cup India 2023, Thums Up and Limca Sportz held the exclusive positions of beverage and sports drink partners. Furthermore, Sprite stood out prominently with its engaging 'Thand rakh' campaign taking center stage.

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