Coca-Cola Extends Its partnership with ICC till 2031

Coca-Cola, a prominent beverage giant, has revealed its extended collaboration with the International Cricket Council (ICC) for an expansive eight-year period until 2031. This continuation solidifies their global partnership across all formats of ICC World events.

A Long-Standing Collaboration: A Testament to Dedication

Marking one of the lengthiest partnerships between the ICC and a singular brand, Coca-Cola's extended alliance spans an impressive 13 years, from 2019 to 2031, reinforcing its status as a Global Partner of the ICC.

The agreement involves a broad spectrum of men's and women's events, encompassing ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies until the conclusion of 2031.

Exclusive Rights and Extensive Coverage

Under this collaboration, Coca-Cola's beverage brands will serve as exclusive non-alcoholic beverage partners for all major ICC events. This comprehensive deal covers annual international men's and women's tournaments, as well as a biennial World Test Championship Final, offering an unmatchable experience to cricket fans worldwide.

Anurag Dahiya, the ICC Chief Commercial Officer, expressed enthusiasm about this long-term collaboration, anticipating an era brimming with exciting opportunities for global cricket. With imminent tournaments like the Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh, the partnership anticipates unprecedented growth and engagement.

Recent Activations and Ongoing Partnerships

During the ICC Men’s Cricket World Cup India 2023, Coca-Cola's brands, Thums Up and Limca Sportz, took the forefront as exclusive beverage and sports drink partners, executing a myriad of online and offline fan engagement initiatives. Notably, Sprite capitalized on the tournament with its innovative 'Thand rakh' campaign.

Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, highlighted their commitment to enhancing sports fans’ experiences.

Emphasizing their deep-rooted association with global sports partnerships, the collaboration with ICC reinforces their dedication to delighting consumers and creating unique fan experiences.

A Rich Legacy in Sports Sponsorship

Coca-Cola's legacy in sports sponsorship is profound, with an eight-decade-long affiliation with the Olympics and a significant presence in FIFA and T20 World Cup for over four decades. The recent coupling of Thums Up with the Olympics and Paralympics in India further solidifies the company's enduring commitment to sports.

A Refreshing Future for Cricket: Thums Up, Fan Activations, and More

During the recent ICC Men's Cricket World Cup India 2023, Coca-Cola brands like Thums Up and Limca Sportz brought the game to life with engaging online and offline activations. Sprite also joined the party with its "Thand rakh" campaign, keeping fans cool and connected.

Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, stated, "This partnership provides us with a unique opportunity to blend our brand affinity with the fervor for the world's cricketing game. We endeavor to continue to delight consumers with our diverse portfolio and create unique experiences for fans."