Beverages giant Coca-Cola has extended its tie-up with the International Cricket Council (ICC) as the exclusive non-alcoholic global drinks partner for eight more years.
The new agreement extends to all men’s and women’s matches in all three formats, encompassing the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies until the close of 2031.
Anurag Dahiya, ICC’s chief commercial officer, said: “I am thrilled to welcome back The Coca-Cola Co. as an ICC global partner as we enter a landmark eight-year partnership, which unites one of the world’s leading brands with the second largest sport in the world. 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 US 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.”
The official signing ceremony took place this week at the ICC’s headquarters in Dubai.
The eight-year partnership as a global partner marks one of the longest ever associations formed by ICC with a single brand, spanning a total timeline of 13 years between 2019 and 2031, an joint statement by ICC and The Coca-Cola Co. said.
During the course of the current partnership, there will be both a major international men’s and women’s event every year as well as a World Test Championship Final every two years.
Bradford Ross, vice-president of global assets, influencers, and partnerships at Coca-Cola, said, “In alignment with our rich history of global sports partnerships, the collaboration with ICC reinforces our commitment to refreshing sports fans and elevating their entertainment experiences. 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.”
In the recently concluded ICC men’s cricket world cup in India, Thums Up and Limca Sportz were the exclusive beverage and sports drink partners, the statement said, adding that Sprite’s ‘Thand Rakh’ campaign was prominently featured.
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