Coca-Cola has announced a further extension of its collaboration with the International Cricket Council (ICC) for an additional eight years, solidifying its status as the longest-standing partner of the cricket organisation.
The Coca-Cola Company and the ICC sealed the deal at the ICC’s headquarters, extending their partnership until the conclusion of 2031, as per a joint statement.
Described as one of the lengthiest associations between the ICC and a single brand, this renewed eight-year alliance as a Global Partner encompasses a total period of 13 years (2019-2031), spanning all men’s and women’s events including the ICC Cricket World Cups, ICC T20 World Cups and ICC Champions Trophies.
Initially established in 2019 for a four-year term, this extended partnership witnessed Thums Up and Limca Sportz as exclusive beverage and sports drink partners during the ICC Men’s Cricket World Cup India 2023.
In addition, Sprite took the forefront with its engaging ‘Thand rakh’ campaign, aimed at sustaining the excitement of cricket enthusiasts throughout the extensive tournament.
Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, expressed enthusiasm about the partnership’s ability to unite people through sports. He highlighted the company’s dedication to providing diverse experiences to fans using their wide-ranging portfolio.
Anurag Dahiya, ICC Chief Commercial Officer, emphasised the prospects this long-term collaboration brings to the sport, particularly with upcoming tournaments like the Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh.
The Coca-Cola Company, known for its diverse brand portfolio including Coca-Cola, Diet Coke, Thums Up, Limca, Sprite, Maaza and Minute Maid, has a longstanding tradition of supporting sports globally, spanning over eight decades of partnership with the Olympics and four decades with FIFA and T20 World Cup. Their commitment remains rooted in leveraging the power of sports to unite communities and make a positive impact on lives.
