The International Cricket Council (ICC) has extended its collaboration with the multinational beverage brand, Coca-Cola for another eight years.
With this extension, The Coca-Cola Company’s brand has been named exclusive non-alcoholic beverage partners.
Through this arrangement, the brand will partner with all the men’s and women’s marquee competitions such as ICC ODI World Cups, ICC T20 World Cups, and ICC Champions Trophy until the end of 2031.
The collaboration reached a historic milestone during the official signing event, held at ICC’s headquarters and showcased Coca-Cola’s dedication to sports. This new eight-year arrangement between the beverage entity and the international cricket governing body will complete a total of 13 years (2019 – 2031).
Anurag Dahiya, Chief Commercial Officer, ICC, commented, “I am thrilled to welcome back The Coca-Cola Company as an ICC Global Partner as we enter a landmark eight-year partnership, which unites one of the world’s leading brands with the second largest sport in the world. This long-term collaboration ushers in a new commercial era, filled with exciting prospects for the sport. With the Men’s T20 World Cup in the USA and West Indies, and the Women’s edition in Bangladesh just around the corner, we’re poised for unprecedented global growth and engagement. This partnership not only celebrates our sport’s expansion but also promises innovative opportunities to enhance our fans’ experience worldwide.”
Bradford Ross, Vice President of Global Assets, Influencers, and Partnerships at The Coca-Cola Company, said, “In alignment with our rich history of global sports partnerships, the collaboration with ICC reinforces our commitment to refreshing sports fans and elevating their entertainment experiences. 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. We endeavor to continue to delight consumers with our diverse portfolio and create unique experiences for fans.”