Coca-Cola, through its Coca-Cola India Foundation, Anandana has announced a first-ever three-year partnership with Hockey India, the governing body for both men’s and women’s field hockey in India.
This collaboration is focused on supporting and promoting the National Women’s Hockey League 2024, currently underway across India.
The National Women’s Hockey League, which began on April 30, features the top eight teams from the recently concluded Senior Women’s National Championship. Hailing from states like Haryana, Maharashtra, Jharkhand, Madhya Pradesh, Bengal, Mizoram, Manipur, and Odisha, these teams are vying for the championship title in the league’s first phase, currently ongoing in Ranchi, Jharkhand.
This partnership aligns with Coke’s ongoing #SheTheDifference campaign, which champions female empowerment across various fields. Over the next three years, the beverage giant will provide crucial resources for the league and its athletes. This includes specialized coaching, training equipment, and nutritional support for the players. Additionally, the collaboration will see the organization of camps and tournaments, fostering further growth in the sport.
Commenting on the partnership, Hockey India President Dr Dilip Tirkey, said, “We are thrilled to have Anandana, the Coca-Cola India Foundation onboard for the inaugural edition of the tournament. I believe this association will not only elevate the stature of hockey as a sport but also of women hockey players, nationally and internationally. This collaboration will be a milestone in raising the bar of sports training and enhancing sports capabilities in India”.
Echoing the President’s enthusiasm, Hockey India Secretary General, Shri Bhola Nath Singh, said, “Our goals are perfectly aligned,” he said. “Both Hockey India and Coca-Cola are committed to promoting and developing sports at the grassroots level, particularly women’s hockey. We envision the National Women’s Hockey League as a strong feeder system for the National team. This partnership is a win-win, and we look forward to a fruitful collaboration in the years to come.”
Announcing the association, Rajiv Gupta, Director, The Coca-Cola India Foundation, said, “At Coca-Cola India, we believe in the transformative power of sports to inspire and unite communities. Partnering with Hockey India advances our shared vision of creating a supportive environment for the development of sports and athletes alike. With this, we are proud to sponsor women in sports and contribute to their success on the global stage.”
Coca-Cola India is a subsidiary of the global beverage giant The Coca-Cola Company. Headquartered in Gurugram, Haryana, it manufactures and distributes popular drinks like Coca-Cola, Thums Up, Maaza, Limca and Sprite. Besides refreshing drinks, Coca-Cola India with its initiative program Anandana, a charitable organization working on social issues in India focuses on sustainability initiatives like water conservation and women empowerment programs.
Coca-Cola is a globally recognised brand with a longstanding history of partnering with major sporting events, teams, and athletes. Recent collaborations include multi-year agreements with the Bangladesh Cricket Board, Cricket Canada, and AFC Ajax.
Recently, Coca-Cola India announced its partnership with the Anju Bobby Sports Foundation (ABSF), a non-profit organization dedicated to nurturing the next generation of female athletes in India.
These initiatives mark a significant step forward for women athletes in India. By providing comprehensive support for athletes and the league’s infrastructure, Coca-Cola India’s partnership aims to empower female players and contribute to the overall development of sports within the country.