The Canadian cricket governing body, Cricket Canada has forged a partnership with the renowned beverage brand, Coca-Cola Canada.
Under the terms of the agreement, BODYARMOR has been designated as the official sports drink sponsor of Canada’s apex cricketing board.
This partnership will see the Coca-Cola logo prominently featured on the official kits and training gear of Canada’s National Team for the ICC Men’s Cricket World Cup 2027 qualifiers and the ICC Men’s T20 World Cup 2024.
Beyond the cricket pitch, both organizations will work together on initiatives to boost the sport’s accessibility, popularity, and engagement across the nation.
This collaboration provides Coca-Cola with a fresh platform to connect with Canada’s rapidly expanding cricket community, fostering growth and development within the sport.
“We are delighted to welcome Coca-Cola to the Cricket Canada family. Coca-Cola’s commitment to fostering a sense of community aligns seamlessly with Cricket Canada’s mission to promote inclusivity and diversity amongst our athletes and fans. Collaborating with a leading global icon like Coca-Cola is a testament to the growth of cricket in Canada and the exciting future that lies ahead for the sport,” said Rashpal Bajwa, President of Cricket Canada.
“As we prepare for the 2024 ICC Men’s T20 World Cup and a wide slate of upcoming events for National Team Programs, we believe this partnership will not only elevate the profile of our National Teams but also contribute to the overall growth and development of the sport across Canada.”
“Our collaboration with Cricket Canada reinforces Coca-Cola’s commitment to supporting the growth of Canadian athletes that attract a diverse and passionate fanbase,” said Laura Cutsey, VP Marketing & Partnerships, Coca-Cola Ltd.
“By partnering with Cricket Canada, we have a unique opportunity to help elevate the sport with our brands at a time when the popularity of cricket is exploding across the country and our national teams are making a profound impact on the global stage.”
Boundaries North, Cricket Canada’s esteemed partner in advancing commercial growth, played a crucial role in securing this historic partnership. Leveraging its unparalleled expertise in sports and sponsorship, Boundaries North was instrumental in bringing this landmark collaboration to fruition.
“This partnership is not only a reflection of the achievements and accomplishments of our National Team programs but also of the new opportunities available to brands that want to align themselves with the growth of cricket in Canada. We are very eager for our nationwide cricket programs to create engagement with incredibly passionate fans, participants and their communities over the next several years as the sport continues its rapid rise,” said Rahul Srinivasan, CEO of Boundaries North.
Coca-Cola is a global beverage company renowned for its presence in over 200 countries and territories. From iconic soft drinks like Coca-Cola, Sprite, and Fanta to water, sports drinks, coffee, tea, and juice brands such as Dasani, Powerade, Costa, and Minute Maid, Coca-Cola caters to a wide range of consumer preferences. The company has a long history of partnering in the sports arena – International Cricket Council (ICC), UEFA EURO 2024, U.S. Soccer Federation, Premier League club, Liverpool FC, Serie A club, Juventus, and the former Indian cricket team captain Sourav Ganguly.
In March 2024, the Men’s National Team will commence its three-year qualifying journey for the ICC 2027 Cricket World Cup, facing off against UAE and Scotland. The highlight of the year arrives with Canada’s inaugural participation in the ICC Men’s T20 World Cup 2024, where matches are slated across Dallas, New York, and Florida.