Coca-Cola, a leading beverages company, has declared an extension of its partnership with the International Cricket Council (ICC) for an additional eight years. This move solidifies Coca-Cola's position as the brand with the lengthiest association with the cricket governing body. The official agreement to prolong the partnership until the conclusion of 2031 was signed at the ICC headquarters, as per a joint statement released by both entities.
Describing this extension as an eight-year collaboration as a Global Partner of the ICC, officials hailed it as one of the lengthiest partnerships ever formed by the ICC with a single brand, spanning a total of 13 years (2019-2031).
The expanded agreement encompasses sponsorship for all men's and women's events, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies, throughout the duration until 2031. Initially forged in 2019, the partnership between Coca-Cola and the ICC was set for a four-year term covering major events.
At the recently concluded ICC Men's Cricket World Cup India 2023, Thums Up and Limca Sportz were designated as the exclusive beverage and sports drink partners. Additionally, Sprite took the spotlight with its engaging 'Thand rakh' campaign, aiming to sustain the excitement of cricket fans during this monumental event.
Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, expressed, "Sports has a remarkable ability to bring people together, and this partnership provides us with a unique opportunity to merge our brand connection with the passion for the world's cricketing game. We aim to continuously delight consumers with our diverse range and create exceptional experiences for fans."
Anurag Dahiya, ICC Chief Commercial Officer, highlighted that this long-term collaboration signifies a new commercial era, brimming with exciting prospects for the sport. With upcoming events like the Men's T20 World Cup in the USA and West Indies, and the Women's edition in Bangladesh, the partnership is poised for unprecedented global growth and engagement. It not only celebrates the sport's expansion but also promises innovative opportunities to enhance fans' experiences worldwide.
The Coca-Cola Company, which owns renowned brands like Coca-Cola, Diet Coke, Thums Up, Limca, Sprite, Maaza, and Minute Maid, has a rich history of association with sporting events and organizations worldwide. With an eight-decade-long partnership with the Olympics and over four decades of collaboration with FIFA and T20 World Cup, Coca-Cola has continuously leveraged the power of sports to foster unity and positively impact lives.
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