Eight-year extension of Coca-Cola’s partnership with ICC

Major beverage company Coca-Cola has extended its cooperation with the International Cricket Council (ICC) for a further eight years, through 2031, which will cover all significant ICC international cricket events across a number of cricket formats. This action upholds ICC’s longstanding affiliation with a certain brand, a collaboration that commenced in 2019.

With this extension, Coca-Cola’s brands will become the sole non-alcoholic beverage partners of the cricket governing body, expanding on their initial five-year partnership 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 events.

With this long-term partnership, a new commercial era full with promising opportunities for the sport begins. We’re set up for unheard-of worldwide development and involvement with the Men’s T20 World Cup in the USA and the West Indies, and the Women’s edition in Bangladesh shortly after. Anurag Dahiya, the chief commercial officer of the ICC, said, “This partnership not only celebrates the expansion of our sport but also promises innovative opportunities to enhance our fans’ experience worldwide.”

Coca-Cola has a long history of supporting major sporting events. This is evidenced by its eight-decade partnership with the Olympics and its forty-year involvement with FIFA and the T20 World Cup.

“…Sports have a tremendous ability to bring people together, and this agreement gives us a special chance to combine our brand affinity with the passion for cricket around the globe. The Coca-Cola Company’s vice president of global sports and entertainment marketing and partnerships, Bradford Ross, stated, “We strive to continue delighting consumers with our diverse portfolio and creating unique experiences for fans.”

Thums Up and Limca Sportz served as the exclusive beverage and sports drink partners for the most recent ICC Men’s Cricket World Cup India 2023. Furthermore, Sprite’s captivating “Thand rakh” ad took center stage.