While talking about the extension, Arnab Roy, vice president and head-marketing, Coca-Cola India and South West Asia, said, “Sourav has undoubtedly emerged as one of the most iconic and strongest voices in Sports in his diverse roles through the years. Our association with him goes back to as early as 1997 when he was first signed as the Coca-Cola brand ambassador. Since then, Sourav has always been a part of the larger Coca-Cola family leading and advising us on many programs including some key grassroot initiatives. The extension of this partnership was a natural decision for us and we are looking forward for the next chapter with him.”
“Coca-Cola India’s commitment and passion towards making a long-term, sustainable impact in sports resonates well with my own personal philosophy. I am extremely delighted to extend this partnership further and look forward to doing some great work in promoting the brand. Coca-Cola has decided to increase their footprints and involvement in Indian sport in a much broader prospect then it was before. This is great news for Indian sport,” Ganguly said.
The renowned Coca-Cola company have a rich history of sponsoring major sporting events globally. The beverage company has an eight-decade long partnership with the Olympics, four decades with FIFA and almost 25 years with World Cup Rugby. They have signed an association with the upcoming highly anticipated T20 World Cup in the UAE in October. The company receives massive visibility through sponsoring such highly acknowledged sporting events around the world.