The International Cricket Council (ICC) and Coca-Cola have decided to continue their global partnership through 2031. This extension makes it one of the longest partnerships between the ICC and a single brand in the council’s history.
What Happened: The ICC announced the extended partnership on December 26, which will allow Coca-Cola's brands to have exclusive representation for non-alcoholic beverages at all the major ICC events until 2031’s end.
The partnership will encompass both men’s and women’s cricket events, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies. Over these eight years, a significant international men’s and women’s event will take place each year, along with a World Test Championship Final every two years.
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ICC Chief Commercial Officer, Anurag Dahiya, expressed his enthusiasm about the renewed partnership. He believes this prolonged alliance marks the beginning of a “new commercial era, filled with exciting prospects for the sport.” Dahiya pointed to the upcoming Men's T20 World Cup in the USA and West Indies, and the Women's edition in Bangladesh, as opportunities for “unprecedented global growth and engagement.”
The recent ICC Men’s Cricket World Cup India 2023 had Thums Up and Limca Sportz as the exclusive beverage and sports drink partners, with Sprite spearheading a successful ‘Thand rakh’ campaign.
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