This move cements one of ICC’s lengthiest connections with a single brand, maintaining a partnership that commenced in 2019.
Coca-Cola has a well-established tradition of being linked to significant sports events. (Image: Pixabay)
Coca-Cola has extended its partnership with the International Cricket Council (ICC) for eight more years, continuing through 2031.
This renewal, spanning various cricket formats, solidifies one of the ICC’s longest-ever associations with a single brand, dating back to their initial collaboration in 2019.
The extension builds upon Coca-Cola’s initial five-year agreement, making its brands the exclusive non-alcoholic beverage partners of the ICC, covering events such as the ICC Men’s Cricket World Cup 2019 and the T20 World Cups. With this announcement, Coca-Cola’s brands will remain exclusive across all major men’s and women’s cricket events, including World Cups and Champions Trophies, until 2031. This period includes significant cricketing events like annual international tournaments and the World Test Championship Final every two years.
Anurag Dahiya, ICC’s chief commercial officer, expressed enthusiasm for the long-term collaboration, anticipating global growth and engagement, especially with upcoming events like the Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh.
Coca-Cola’s enduring association with major sports events, such as the Olympics for eight decades and over forty years with FIFA and the T20 World Cup, reflects its commitment to sports. Bradford Ross, Vice President of Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, highlighted the power of sports to unite people and expressed the company’s dedication to creating unique experiences for fans.
During the recent ICC Men’s Cricket World Cup India 2023, Thums Up and Limca Sportz were exclusive beverage and sports drink partners, while Sprite featured prominently with its ‘Thand rakh’ campaign.
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