Coca-Cola Extends Partnership with ICC for 8 Years

Coca-Cola Extends Partnership with ICC for 8 Years: What It Means for the Future

Enhancing International Cricket Experiences, Coca-Cola demonstrates its commitment to being an ICC partner for many years.

(Cricket News) With an eight-year global partnership that will span ICC World events in all three formats until the end of 2031, the International Cricket Council (ICC) and Coca-Cola are excited to share this news.

The signing ceremony, which took place at ICC Headquarters, marked a significant milestone for the partnership and exemplified Coca-Cola’s dedication 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 (2021–2034).

The agreement includes all men’s and women’s events at the highest level of the sport, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through the end of 2031.

Major international men’s and women’s events will take place annually during the partnership, along with a World Test Championship Final every two years. The Coca-Cola Company’s brands will become exclusive non-alcoholic beverage partners as a result of this partnership.

“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,” stated Anurag Dahiya, Chief Commercial Officer of the International Cricket Council (ICC).

“We are poised for unprecedented global growth and engagement with the Women’s edition in Bangladesh and the Men’s T20 World Cup in the USA and West Indies just around the corner. This partnership not only celebrates our sport’s expansion but also promises innovative opportunities to enhance our fans’ experience worldwide.”

Thums Up and Limca Sportz were the exclusive beverage and sports drink partners of the recent ICC Men’s Cricket World Cup India 2023, executing a variety of online and offline fan engagement activations.

Sprite also made a splash with its captivating ‘Thand rakh’ campaign, which sought to sustain and elevate cricket fans’ enthusiasm throughout the largest World Cup ever.