Coca-Cola extends partnership with ICC for eight years

The International Cricket Council (ICC) and Coca-Cola have announced an eight-year global partnership encompassing ICC World events across all three formats. 

 

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

 

With this extended partnership, the brand aims to amplify its global cricket experiences and establish itself as a long-standing partner of the ICC. 

 

The relationship will also see The Coca-Cola Company’s brands becoming exclusive non-alcoholic beverage partners. 

 

During the course of the partnership, there will be both an international men’s and women’s event every year as well as a World Test Championship final every two years.

 

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, global sports and entertainment marketing and partnerships, The Coca-Cola Company, said, “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.”