The International Cricket Council (ICC) has announced an eight-year extension agreement with global beverage firm Coca-Cola.
The new deal will see Coca-Cola partner with all ICC World events across the three formats (Tests, ODIs and T20Is) until 2031 for both the men’s and women’s sides of the game, including the ODI World Cups, the Champions Trophies and the T20I World Cups.
The deal also will see Coca-Cola brands serving as Exclusive Non-Alcoholic Beverage Partners to ICC events.
The ICC released a statement regarding the matter, which stated the following:
“The official signing ceremony which took place at ICC’s Headquarters marked a historic milestone for the partnership and demonstrated Coca-Cola’s commitment to sports. This eight-year partnership as a Global Partner of the ICC, confirmed the collaboration as one of the longest ever associations formed by the ICC with a single brand, spanning a total timeline of 13 years (2019 – 2031).“
Anurag Dahiya, Chief Commercial Officer, ICC, 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. 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, The Coca-Cola Company, added:
“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 fervour for the world’s cricketing game. We endeavour to continue to delight consumers with our diverse portfolio and create unique experiences for fans.“
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