The International Cricket Council (ICC) and Coca-Cola have announced an extended partnership, solidifying their commitment to the sport until 2031. This collaboration marks one of the longest-ever associations between ICC and a single brand, spanning a total of 13 years from 2019 to 2031.
Cricket, being the most followed and viewed sport in India, has captivated millions of fans worldwide. One brand that has been synonymous with sporting events and organizations is Coca-Cola. The beverage giant has extended its partnership with the ICC, reinforcing its presence in the cricketing world. This article delves into the details of this long-standing collaboration, highlighting the significance of the extended agreement and the impact it will have on cricket fans globally.
Coca-Cola and the ICC have signed an eight-year agreement, extending their partnership till 2031. This move cements their collaboration as one of the longest-ever associations between the ICC and a single brand. The partnership, which initially began in 2019 for four years, has now been extended to a total timeline of 13 years. This demonstrates Coca-Cola’s commitment to supporting and enhancing the sport of cricket.
The extended partnership encompasses all major men’s and women’s events organized by the ICC. This includes prestigious tournaments such as the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies. Cricket enthusiasts can look forward to a decade of thrilling matches and intense competition, as Coca-Cola’s brands become the exclusive non-alcoholic beverage partners for these events.
Anurag Dahiya, ICC Chief Commercial Officer, expresses his excitement about the extended partnership, highlighting the upcoming Men’s T20 World Cup in the USA and West Indies, as well as the Women’s edition in Bangladesh. These events provide opportunities for unprecedented global growth and engagement within the cricketing community. The partnership not only celebrates the expansion of the sport but also promises innovative opportunities to enhance the fans’ experience worldwide.
Coca-Cola’s Vice President of Global Sports and Entertainment Marketing & Partnerships, Bradford Ross, emphasizes the power of sports to unite people. The partnership with the ICC provides Coca-Cola with a unique opportunity to blend its brand affinity with the fervor for the world of cricket. The company aims to continue delighting consumers with its diverse portfolio and creating unique experiences for fans.
During the ICC Men’s Cricket World Cup India 2023, Coca-Cola’s brands, Thums Up and Limca Sportz, took center stage as the exclusive beverage and sports drink partners. They activated a series of engaging online and offline fan activities, adding to the excitement of the tournament. Sprite, another Coca-Cola brand, also joined the campaign with its captivating ‘Thand rakh’ initiative, aimed at keeping the enthusiasm of cricket fans high throughout the World Cup.
Coca-Cola has a rich history of supporting sporting events and organizations worldwide. The company has been associated with the Olympics for over eight decades, demonstrating its enduring commitment to promoting sports and unity. Additionally, Coca-Cola has been a long-standing corporate partner of FIFA since 1974, with an official sponsorship of the FIFA World Cup since 1978. Their stadium advertising has been a consistent presence at every FIFA World Cup since 1950.
Cricket holds a special place in the hearts of Indian sports fans, with 93% of sports viewers on television tuning in to watch cricket matches. The extended partnership between Coca-Cola and the ICC further strengthens the connection between the sport and its passionate fanbase. As cricket continues to grow and evolve, Coca-Cola’s partnership ensures that fans will have unique experiences and opportunities to engage with the sport they love.
With the extended partnership in place, cricket enthusiasts can anticipate a series of exciting events in the coming years. The ICC Men’s T20 World Cup is set to take place in the USA and West Indies, while the Women’s edition will be hosted in Bangladesh. These tournaments will showcase the best cricketing talent from around the world and provide an unmatched platform for fans to celebrate the sport.
The extended partnership between Coca-Cola and the ICC reflects the company’s commitment to refreshing sports fans and elevating their entertainment experiences. Coca-Cola’s diverse portfolio of beverages, including Coca-Cola, Diet Coke, Thums Up, Limca, Sprite, Maaza, and Minute Maid, ensures that fans have a wide range of options to enhance their cricket-watching experience.
The extended partnership between Coca-Cola and the ICC paves the way for an exciting future for cricket. With a focus on innovation, fan engagement, and global growth, this collaboration promises to create memorable moments for cricket enthusiasts worldwide. As the sport continues to captivate audiences, Coca-Cola’s support ensures that fans can enjoy the game they love while refreshing their passion for cricket.
The extended partnership between Coca-Cola and the ICC signifies a long-standing commitment to the sport of cricket. With the agreement in place until 2031, fans can look forward to a decade of thrilling cricket events, including the ICC Cricket World Cups and ICC T20 World Cups. Coca-Cola’s dedication to refreshing moments and enhancing fan experiences reaffirms its position as a global leader in sports partnerships. As cricket continues to unite people and transcend boundaries, Coca-Cola’s extended partnership with the ICC promises to elevate the sport to new heights.
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