Coca-Cola’s Indian hydration drink brand Limca Sportz has been roped in as the Official Sports Drink of the ICC Men’s Cricket World Cup 2023.
The partnership was kicked off with Limca launching a new campaign titled “Yo-Yo Test for Limca Sportz”, with Indian star athlete Neeraj Chopra headlining the campaign. Chopra asks the cricket fans to take up the “Yo-Yo” fitness test and stand a chance to win tickets for the World Cup matches.
The ICC Men’s Cricket World Cup 2023 is all set to get underway from October 5, with the final schedule for November 19.
Karthik Subramaniam, Director of Marketing, Coca-Cola India, commented:
“Limca Sportz is proud to be the Official Sports Drink of the ICC Men’s Cricket World Cup 2023. We’re thrilled to support athletes from around the world with our rehydration drink that has both great taste and functional benefits. The dynamic Yo-Yo test challenge features the incredible Neeraj Chopra, India’s first-ever World Athletics Championships gold medallist. Known worldwide for his tenacious spirit and unwavering commitment, he is an ideal choice to kickstart the fitness test.“
Varun Anchan, Creative Lead, added:
“The Yo-Yo test is the ultimate fitness test for cricket, and a standard that athletes including cricketers adhere to as a fitness metric. Limca Sportz is an advanced hydration product that enables athletes to give their best. The idea was born out of the product’s functionality, linking it to the Yo-Yo test challenge. With Olympian athlete Neeraj Chopra spearheading the campaign, we are partnering with several athletes & fitness advocates to prep both players and fans for the upcoming ICC Men’s World Cup 2023.“
Neeraj Chopra stated:
“I’m thrilled to be partnering with Limca Sportz. Limca Sportz is enabling hydration among athletes, which is important to maximise performance and prevent injuries. This challenge is one that promotes efficient performance and motivates each participant to continuously push their boundaries.“