Beverage giant Coca-Cola has officially extended its partnership with the International Cricket Council (ICC) for another eight years, solidifying its position as the cricket body’s longest-associated brand. The agreement, signed at the ICC headquarters, means Coca-Cola will be a Global Partner of the ICC until the end of 2031. This collaboration marks one of the longest-ever associations between the ICC and a single brand, spanning a total timeline of 13 years from 2019 to 2031.
The partnership includes sponsorship for all men’s and women’s events, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through the end of 2031. Coca-Cola initially entered into a four-year partnership with the ICC in 2019, covering major cricket events.
During the recent ICC Men’s Cricket World Cup India 2023, Coca-Cola’s brands Thums Up and Limca Sportz were the exclusive beverage and sports drink partners. Meanwhile, Sprite took center stage with its captivating ‘Thand rakh’ campaign, aimed at sustaining the enthusiasm of cricket fans throughout the tournament.
Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, expressed his excitement about the extended partnership, saying, 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. He further noted that Coca-Cola aims to continue delighting consumers with their diverse portfolio and creating unique experiences for fans.
ICC Chief Commercial Officer Anurag Dahiya highlighted the significance of the collaboration, stating, This long-term collaboration ushers in a new commercial era, filled with exciting prospects for the sport. With the upcoming Men’s T20 World Cup in the USA and West Indies, as well as the Women’s edition in Bangladesh, the ICC anticipates unprecedented global growth and engagement. Dahiya believes the partnership celebrates the expansion of cricket while promising innovative opportunities to enhance fans’ experience worldwide.
Coca-Cola has a rich history of partnering with sporting events and organizations worldwide. Notably, the company has an eight-decade-long association with the Olympics and has been linked with FIFA and the T20 World Cup for over four decades. Through these partnerships, Coca-Cola aims to harness the power of sports to bring people together and make a positive impact.
As Coca-Cola extends its long-standing partnership with the ICC, fans can expect more exciting collaborations and experiences related to cricket in the coming years. The extended partnership not only demonstrates Coca-Cola’s commitment to the sport but also highlights the strong bond between the brand and cricket enthusiasts worldwide.
