New Delhi: The International Cricket Council (ICC) and Coca-Cola have recently unveiled an extensive eight-year global partnership covering ICC World events across all three formats. This comprehensive agreement encompasses all men’s and women’s tournaments, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies, extending until the conclusion of 2031. The primary objective of this extended collaboration is to enhance global cricket experiences and solidify Coca-Cola’s position as a longstanding partner of the ICC.
As part of the deal, The Coca-Cola Company’s brands will serve as the exclusive non-alcoholic beverage partners for these prestigious events. The partnership timeline includes hosting both international men’s and women’s events annually, along with a World Test Championship final every two years. Anurag Dahiya, Chief Commercial Officer at ICC, expressed excitement about the landmark eight-year partnership, describing it as a union between one of the world’s leading brands and the second-largest sport globally. Dahiya highlighted the potential for significant commercial advancements and innovative opportunities to enrich the global cricketing experience for fans.
Bradford Ross, Vice President of Global Sports and Entertainment Marketing and Partnerships at The Coca-Cola Company, emphasized the alignment of this collaboration with the company’s rich history of global sports partnerships. Ross stated that the partnership with ICC reaffirms Coca-Cola’s dedication to refreshing sports fans and elevating their entertainment experiences. Acknowledging the unifying power of sports, he emphasized the unique opportunity this collaboration provides to blend Coca-Cola’s brand affinity with the passion for the world’s cricketing game. Ross expressed the company’s commitment to continuing to delight consumers with its diverse portfolio and creating unique experiences for cricket fans worldwide.
