The International Cricket Council (ICC) has announced a four-year global partnership with beverage brand Coca-Cola, which becomes the Official Non-Alcoholic Beverage Partner of the ICC.
The partnership will kick off with the upcoming ICC Men’s Cricket World Cup 2023, set to be held in India later this year. The agreement will see the two parties work on various offline and online activations as Coca-Cola plans to reach out to wider audiences.
Also read: ICC 2023 Cricket World Cup Sponsors
Anurag Dahiya, Chief Commercial Officer, ICC, said:
“The ICC Men’s Cricket World Cup 2023, the pinnacle event in the cricketing calendar, will feature the world’s best teams competing for ultimate glory. We are excited about our partnership with Coca-Cola, which promises to deliver a refreshing cricketing experience set to captivate audiences and present a grand showcase of their emotions.“
Arnab Roy, Vice President, Marketing Coca?Cola India and Southwest Asia at Coca-Cola India, commented:
“We believe that the ICC Cricket World Cup is the biggest cricket event for the country. Partnership with the ICC provides us with a great opportunity to bring together our customers, consumers, brands, and cricket. Our brand activations will engage consumers through innovative offline and online promotions and create memorable experiences for sports fans.“
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