The ICC and Coca-Cola have prolonged their partnership for another eight years, stretching until 2031, coinciding with the joint hosting of the ICC Men’s Cricket World Cup by India and Bangladesh. This extended agreement stands as one of the lengthiest collaborations between ICC and a sole brand. Starting from a four-year deal in 2019, this renewed association will span a remarkable 13 years, showcasing the enduring bond between Coca-Cola and ICC.
The agreement includes partnership for all men’s and women’s events, which include the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through the end of 2031.
VP of Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, Bradford Ross, 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.”
Talking about the association, ICC’s Chief Commercial Officer Anurag Dahiya said, “This long-term collaboration usher 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.”
