Coca-Cola extends partnership with International Cricket Council (ICC) for eight years
29 December 2023: International Cricket Council (ICC) and Coca-Cola are happy to announce an eight-year global partnership encompassing ICC World events across all three formats, up until the end of 2031. The official signing ceremony which took place at ICC’s Headquarters marked a historic milestone for partnership and demonstrated Coca-Cola’s commitment to sports. This eight-year partnership as a Global Partner of ICC, confirmed the collaboration as one of the longest-ever associations formed by ICC with a single brand, spanning a total timeline of 13 years (2019 – 2031).
The agreement includes all men’s and women’s events at the pinnacle of the sport including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through to the end of 2031. During the course of the partnership, there will be both a major international men’s and women’s event every year as well as a World Test Championship Final every two years.
ICC Chief Commercial Officer, Anurag Dahiya said, “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.”
Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, stated, “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.”
During the recent ICC Men’s Cricket World Cup India 2023, Thums Up and Limca Sportz were the exclusive beverage and sports drink partners, activating a host of online and offline fan engagement activations. Additionally, Sprite took center stage with its captivating ‘Thand rakh’ campaign, aimed at elevating and sustaining the enthusiasm of cricket fans throughout the biggest World Cup ever.
