In an exciting development for cricket enthusiasts worldwide, the International Cricket Council (ICC) and Coca-Cola have recently announced the extension of their global partnership for an impressive eight years. This long-term commitment covers a spectrum of cricket events, including the ICC ODI Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies, spanning through the year 2031.
Amplifying Global Cricket Experiences
Amplifying Global Cricket ExperiencesThe extended partnership signifies Coca-Cola’s dedication to enhancing global cricket experiences. By aligning itself with the ICC’s prestigious events across all three formats — men’s and women’s — Coca-Cola aims to establish itself as a steadfast partner in the world of cricket. This commitment reflects not only the brand’s recognition of the sport’s immense popularity but also its eagerness to contribute to the ongoing growth and engagement of cricket on a global scale.
Exclusive Non-Alcoholic Beverage Partnership
As part of this collaboration, The Coca-Cola Company’s renowned beverage brands will become the exclusive non-alcoholic beverage partners for ICC events. This strategic move solidifies Coca-Cola’s position as a key player in refreshing sports fans and elevating their entertainment experiences. The exclusive partnership underlines the brand’s dedication to associating its diverse portfolio with the fervour of the world’s cricketing game, emphasizing the power of sports to unite people.
Exciting Prospects for Cricket and Coca-Cola Fans
The eight-year partnership promises a calendar filled with exciting cricket events for fans to look forward to. Both international men’s and women’s events will grace the cricketing calendar every year, offering a continuous stream of thrilling matches. Additionally, cricket aficionados can anticipate a World Test Championship final every two years. This sustained engagement underscores the commitment of both Coca-Cola and the ICC to keeping cricket at the forefront of global sports entertainment.
Celebrating the New Commercial Era
Celebrating the New Commercial EraAnurag Dahiya, the chief commercial officer of the ICC, expressed his enthusiasm for welcoming The Coca-Cola Company as an ICC Global Partner. He highlighted the partnership as a landmark collaboration that unites one of the world’s leading brands with the second-largest sport globally. Dahiya emphasized that the long-term collaboration ushers in a new commercial era for cricket, filled with exciting prospects. With upcoming events like the Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh, cricket is poised for unprecedented global growth, and this partnership is expected to play a pivotal role in celebrating and enhancing the sport’s expansion.
Bradford Ross, vice president of global sports and entertainment marketing and partnerships at The Coca-Cola Company, echoed the sentiment by emphasizing the brand’s rich history of global sports partnerships. He stated that the collaboration with ICC reinforces Coca-Cola’s commitment to refreshing sports fans and elevating their entertainment experiences. Ross highlighted the power of sports to unite people and expressed the company’s eagerness to blend its brand affinity with the fervour for the world’s cricketing game.
The extended partnership between Coca-Cola and the ICC marks a significant chapter for cricket fans globally. As the two entities join forces to create memorable experiences, the collaboration promises to refresh the world of cricket with exciting events, exclusive partnerships, and a shared commitment to unite fans through the love of the game.
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