Coca-Cola, the global beverage giant, has recently announced the extension of its partnership with the International Cricket Council (ICC) for an additional eight years. This long-term commitment solidifies Coca-Cola’s position as the exclusive non-alcoholic beverage partner of the ICC. The partnership will cover major cricket events, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies, until 2031. This marks one of the longest-ever associations formed by the ICC with a single brand, spanning a total timeline of 13 years (2019-2031). Coca-Cola initially signed an agreement with the ICC in 2019, making its brands the exclusive non-alcoholic beverage partners of the cricket governing body.
This collaboration allows Coca-Cola to leverage the global reach and popularity of cricket to promote its diverse portfolio of brands and create unique experiences for fans. During the recently concluded ICC Men’s Cricket World Cup India 2023, Coca-Cola’s brands, including Thums Up, Limca, and Sprite, played a prominent role as exclusive beverage and sports drink partners. The company recognizes the power of sports to unite people and aims to capitalise on this partnership to enhance consumer experiences. Coca-Cola’s long-standing association with major sporting events, including the Olympics and FIFA World Cup, further reinforces its commitment to using sports as a platform for engagement and transformation.
The ICC also benefits from this extended partnership, as it secures a reliable and committed global partner for its major cricket events. The financial support and marketing expertise provided by Coca-Cola will contribute to the growth and development of cricket on a global scale. The ICC Chief Commercial Officer, Anurag Dahiya, expressed excitement about the collaboration, stating that it ushers in a new commercial era and promises innovative opportunities to enhance fans’ experiences worldwide.
RTM Watch’s Take
Coca-Cola’s extended partnership with the ICC until 2031 is a significant development for both parties. The long-term commitment demonstrates Coca-Cola’s confidence in the power of cricket as a global sport and its commitment to supporting the growth of the game. By aligning its brand with one of the most popular sports in the world, Coca-Cola can leverage the passion and enthusiasm of cricket fans to strengthen its market presence and engage with consumers on a deeper level. This partnership also highlights the ICC’s ability to attract and retain valuable global partners, further solidifying its position as the governing body of international cricket.
