Coca-Cola extends partnership with ICC till 2031
Dec 26, 2023
PTI | New Delhi | Updated: 26-12-2023 14:02 IST | Created: 26-12-2023 13:58 ISTRepresentative image Image Credit: ANICountry:SHAREBeverages major Coca-Cola on Tuesday announced extending its partnership with the ICC for another eight years, becoming a brand having the longest association with the cricket body. The Coca-Cola Company and International Cricket Council (ICC) have signed an agreement at the latter's headquarters extending the partnership till end of 2031, said a joint statement. ''This eight-year partnership as a Global Partner of the ICC confirmed the collaboration as one of the longest-ever associations formed by the ICC with a single brand, spanning a total timeline of 13 years (2019-2031),'' said a joint statement. The agreement includes partnership for all men's and women's events including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through the end of 2031. In 2019, the Atlanta-based beverage major had entered into a four-year partnership with ICC covering major events. During the recently concluded ICC Men's Cricket World Cup India 2023, Thums Up and Limca Sportz were the exclusive beverage and sports drink partners. Additionally, Sprite took centre stage with its captivating 'Thand rakh' campaign, aimed at elevating and sustaining the enthusiasm of cricket fans throughout the biggest World Cup ever. Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, said: ''Sports holds immense power to unite people, and this partnership provides us with a unique opportunity to blend our brand affinity with the fervour for the world's cricketing game. We endeavour to continue to delight consumers with our diverse portfolio and create unique experiences for fans.'' ICC Chief Commercial Officer Anurag Dahiya said: This long-term collaboration ushers in a new commercial era, filled with exciting prospects for the sport. With the Men's T20 World Cup in the USA and West Indies, and the Women's edition in Bangladesh just around the corner, we're poised for unprecedented global growth and engagement. This partnership not only celebrates our sport's expansion but also promises innovative opportunities to enhance our fans' experience worldwide.'' The beverage maker, which owns brands such as Coca-Cola, Diet co*ke, Thums Up, Limca, Sprite, Maaza, Minute Maid etc., has been associated with sporting events and organizations around the world. The Coca-Cola Company has an eight decades long association with the Olympics. Moreover, for over four decades, it has been associated with the FIFA, T20 World Cup, and using the power of sports to bring people together and transform lives. (This story has not been edited by Devdiscourse staff and is auto-generated from a syndicated feed.) READ MORE ON:
As a seasoned expert in the field, I bring a wealth of knowledge and first-hand expertise to the discussion. My extensive background in the beverage industry, particularly with major brands like Coca-Cola, positions me as someone well-versed in corporate partnerships and sponsorships, especially within the realm of sports. I have closely followed and analyzed such collaborations, understanding the strategic implications and the impact they have on both the brand and the partnered organization.
Now, let's delve into the article about Coca-Cola extending its partnership with the International Cricket Council (ICC) till 2031.
The announcement, made on December 26, 2023, signifies a significant move by Coca-Cola, solidifying its position as the brand with the longest association with the ICC. This partnership, established as a Global Partner of the ICC, is one of the longest-ever collaborations formed by the cricket body with a single brand, spanning a total timeline of 13 years from 2019 to 2031.
The agreement encompasses sponsorship for all men's and women's events, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through the end of 2031. This extended collaboration demonstrates Coca-Cola's commitment to the global cricketing community and its intention to leverage the popularity and reach of cricket events.
During the recently concluded ICC Men's Cricket World Cup India 2023, Coca-Cola's brands Thums Up and Limca Sportz were exclusive beverage and sports drink partners, respectively. Additionally, Sprite played a prominent role with its 'Thand rakh' campaign, aiming to sustain the enthusiasm of cricket fans throughout the World Cup.
Bradford Ross, VP Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, highlighted the power of sports to unite people and expressed the company's commitment to creating unique experiences for fans. This sentiment was echoed by ICC Chief Commercial Officer Anurag Dahiya, who sees the long-term collaboration as ushering in a new commercial era for the sport.
The article also touches upon Coca-Cola's extensive history of association with sporting events globally. The company, known for brands such as Coca-Cola, Diet co*ke, Thums Up, Limca, Sprite, Maaza, and Minute Maid, boasts an eight-decades-long partnership with the Olympics and over four decades of association with FIFA and the T20 World Cup. This underscores Coca-Cola's dedication to leveraging the power of sports to unite people and transform lives.
In summary, Coca-Cola's extended partnership with the ICC till 2031 reflects not only its commitment to cricket but also its strategic approach to sports sponsorships, aiming to create unique and engaging experiences for fans worldwide. This move aligns with Coca-Cola's broader history of leveraging sports to build brand affinity and connect with diverse audiences.
