Historic eight-year agreement solidifies Coca-Cola as Global Partner for ICC World events, marking one of the longest-ever associations in ICC history.
Landmark Partnership Signing at ICC Headquarters
In a historic moment at ICC’s Headquarters, Coca-Cola and the International Cricket Council (ICC) signed a groundbreaking eight-year global partnership, extending their collaboration until 2031. This reaffirms Coca-Cola’s dedication to sports, becoming the longest-ever association with a single brand in ICC’s history.
Exclusive Beverage Partnership Across All Formats
The partnership designates The 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. The agreement also introduces major international events annually and a World Test Championship Final every two years.
ICC’s Excitement and Expectations
Anurag Dahiya, ICC Chief Commercial Officer, expressed excitement about welcoming Coca-Cola back as a Global Partner, marking a new commercial era for cricket. With upcoming events like the Men’s T20 World Cup and Women’s edition, the partnership promises global growth and engagement, enhancing fans’ experiences worldwide.
Coca-Cola’s Commitment to Sports Fans
Bradford Ross, Vice President of Global Assets, Influencers, and Partnerships at The Coca-Cola Company, highlighted their commitment to refreshing sports fans and elevating their entertainment experiences. The partnership aligns with Coca-Cola’s legacy of global sports collaborations, aiming to unite people through the universal love for cricket.
Recent Activations During ICC Men’s Cricket World Cup
During the recent ICC Men’s Cricket World Cup India 2023, Coca-Cola’s brands, including Thums Up and Limca Sportz, played a vital role as exclusive beverage and sports drink partners. Sprite’s ‘Thand rakh’ campaign took center stage, captivating cricket fans and sustaining enthusiasm throughout the tournament.
Promise of Unique Fan Experiences
The extended partnership assures innovative opportunities for enhancing fan experiences and further uniting Coca-Cola’s brand affinity with the passion for cricket worldwide.
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