This action maintains ICC’s long-standing relationship with a particular brand, having started in 2019. ‘The agreement covers all men’s and women’s events through 2031, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies.’
The International Cricket Council (ICC) and Coca-Cola, a well-known beverage company, have extended their collaboration for eight years, through 2031, to include all major ICC international events in a variety of cricket formats. This action upholds ICC’s longstanding affiliation with a certain brand, a collaboration that commenced in 2019.
Coca-Cola’s brands are now the sole non-alcoholic beverage partners of the cricket governing body, according to this extension of the company’s initial five-year arrangement with the ICC, which began in 2019. Prestigious competitions like the 2019 ICC Men’s Cricket World Cup and the T20 World Cups were included in the original agreement, in addition to other international events.
According to the most recent announcement, Coca-Cola’s brands will continue to be the only ones allowed to participate in all significant cricket competitions for men and women, including World Cups and Champions Trophies, until 2031. Throughout this time, there will be frequent high-profile cricket events, such as the World Test Championship Final every two years and annual major international men’s and women’s competitions.
“This long-term relationship heralds a new commercial age with enormous opportunities for the sport. With the Men’s T20 World Cup in the United States and the West Indies, and the Women’s World Cup in Bangladesh, we’re on track for unparalleled global development and engagement. This collaboration not only commemorates our sport’s growth but also presents unique chances to improve our fans’ experiences around the world,” said Anurag Dahiya, ICC’s chief commercial officer.
Coca-Cola has a long history of partnering with major sporting events, including an eight-decade partnership with the Olympics and a forty-year partnership with FIFA and the T20 World Cup.
According to Mint, “…Sports have enormous power to unite people, and this partnership gives us a one-of-a-kind opportunity to combine our brand affinity with the fervor for the world’s cricketing game.” “We strive to delight consumers with our diverse portfolio while also creating unique experiences for fans,” said Bradford Ross, vice president of global Sports and entertainment marketing and partnerships at The Coca-Cola Company.
The official beverage and sports drink partners of the most recent ICC Men’s Cricket World Cup India 2023 were Thums Up and Limca Sportz. Sprite also seized the spotlight with its intriguing ‘Thand rakh’ campaign.
