Coca-Cola partners with the ICC

Deal sees the end of PepsiCo's association with the Cricket World Cup

Jan 31, 2019 09:09:00 AM | Article | Campaign India Team

Coca-Cola and the International Cricket Council have entered into a global strategic partnership. The partnership will see The Coca-Cola Company’s brands becoming non-alcoholic beverage partners of the ICC until 2023.
The deal stars with the upcoming men's cricket World Cup in England. It will include the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023.
This move sees the end of the Pepsi's partnership with the ICC. 
David Richardson, CEO, ICC, said, “It is our pleasure to welcome Coca-Cola on board as an ICC partner for the next five years. As one of the world’s biggest sports with more than 1 billion fans we are delighted to partner with Coca-Cola, one of the biggest brands in the world. The ICC is committed to growing the game worldwide and the popularity of the three formats with pinnacle global events in each makes this an exciting time for major brands to be associated with our sport.”
T. Krishnakumar, president, Coca-Cola India and South West Asia, said, “Cricket is a global sport and a passion shared by more than a billion people across gender, generations and cultures. In-line with our long history of partnering with major sporting events globally, our strategic partnership with ICC, reinforces our long-standing commitment to refresh sports fans and enhance their entertainment experience. We look forward to delighting our consumers with our diverse portfolio and engagement opportunities to create unique experiences for fans through the next five years and even beyond that.”
Vijay Parasuraman, VP - marketing, Coca-Cola India and South West Asia, added, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. As part of our partnership with ICC to inspire moments of optimism and happiness amongst consumers, we will also offer fans a chance to watch the 2019 ICC World Cup matches live.”
The Coca-Cola Company also has a partnership with the Olympics, FIFA and the Rugby World Cup.