The International Cricket Council, the global governing body of cricket, has announced a five-year global partnership deal with soft drink giant Coca-Cola.
The strategic alliance will see Coca-Cola’s portfolio of brands become exclusive non-alcoholic beverage partners of cricket’s global governing body until 2023.
The five-year agreement includes all ICC events around the world including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023 amongst other global tournaments.
Importantly, the partnership will strategically align both the ICC and The Coca-Cola Company for the long-term by combining the strength of The Coca-Cola Company’s diversified portfolio of over 500 brands as well as worldwide reach with ICC’s ambition to expand the sport’s footprint globally.
“It is our pleasure to welcome Coca-Cola on board as an ICC partner for the next five years. As one of the world’s biggest sports with more than 1 billion fans, we are delighted to partner with Coca-Cola, one of the biggest brands in the world,” ICC Chief Executive, David Richardson said.
“The ICC is committed to growing the game worldwide and the popularity of the three formats with pinnacle global events in each makes this an exciting time for major brands to be associated with our sport.”
The tie-up adds to Coca-Cola’s extensive sporting portfolio, which already includes an eight-decade long association with the Olympic Games, 40 years of collaboration with Fifa and nearly 25 years as a partner of World Rugby.
Commenting on the partnership, T. Krishnakumar, President Coca-Cola India and South West Asia, said: “Cricket is a global sport and a passion shared by more than a billion people across gender, generations and cultures.
“In-line with our long history of partnering with major sporting events globally, our strategic partnership with ICC, reinforces our long-standing commitment to refresh sports fans and enhance their entertainment experience.
“We look forward to delighting our consumers with our diverse portfolio and engagement opportunities to create unique experiences for fans through the next five years and even beyond that.”
The Coca-Cola Company (TCCC) is accelerating its position towards a total beverage company that offers a drink for every occasion and each and every person.
As part of this transformation, the company is creating a consumer-centric portfolio across a range of beverage categories – from sparkling to hydration to ready-to-drink teas and coffees anchored in a pervasive and diverse distribution system.