The agreement for the forthcoming mega event in India between ICC and the renowned beverage firm comes under the four-year worldwide strategic partnership. As a result of the arrangement, Coca-Cola will become the ICC’s only non-alcoholic beverage partner.
Through a variety of online and offline activations, Coca-Cola intends to employ this opportunity to interact with fans across the world, develop a legacy of unity, and instil true sportsmanship. The brand plans to continue to interact with its customers and speak about their passion for their preferred sport.
Arnab Roy, Vice President, Marketing Coca‑Cola India and Southwest Asia at Coca-Cola India, said, “We believe that the ICC Cricket World Cup is the biggest cricket event for the country. Partnership with the ICC provides us with a great opportunity to bring together our customers, consumers, brands, and cricket. Our brand activations will engage consumers through innovative offline and online promotions and create memorable experiences for sports fans.”
Coca-Cola will launch a variety of interesting brand activations with its beverage lineup, featuring fan engagements, social media campaigns, contests to win World Cup tickets, and exclusive on-site experiences throughout the ICC Men’s Cricket World Cup 2023.
With its beverage lineup, Coca-Cola will launch a number of thrilling brand activations, including fan engagements, social media campaigns, contests to win World Cup tickets, and special on-site experiences during the ICC Men’s Cricket World Cup 2023.
The four-year arrangement has encompassed ICC events such as ICC Men’s Cricket World Cup 2019, the ICC Men’s and Women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup in New Zealand in 2021, and the ICC Men’s Cricket World Cup in India in 2023.
The collaboration has strategically positioned both the ICC and Coca-Cola for the long term by integrating The Coca-Cola Company’s diverse portfolio of over 500 brands and global retail reach with the ICC’s constant emphasis on expanding the sport’s global impact.
Coca-Cola has a long history of supporting local sporting events and organizations around the world. The Coca-Cola Company has had an eight-decade relationship with the Olympics. Thums Up‘s recent developments with the Olympics and Paralympics in India show the company’s faith in sports and its long-standing commitment to making a positive influence.
Anurag Dahiya, Chief Commercial Officer, ICC, said, “The ICC Men’s Cricket World Cup 2023, the pinnacle event in the cricketing calendar, will feature the world’s best teams competing for ultimate glory. We are excited about our partnership with Coca-Cola, which promises to deliver a refreshing cricketing experience set to captivate audiences and present a grand showcase of their emotions.”