Coca-Cola on Tuesday, December 26, signed an eight-year deal as the global partner of cricket’s governing body, the International Cricket Council (ICC). This partnership will include all the ICC events across all three formats until the end of 2031.
In 2019, Coca-Cola replaced PepsiCo, entering the cricket space to be the worldwide non-alcoholic partner after signing a five-year deal with the sport’s governing body. This new deal between the beverage giant and the ICC will extend the span of the partnership to 13 years between 2019 and 2031. It will be one of the longest-ever partnerships by the ICC with a single brand.
The deal includes all men’s and women’s events, including the ICC World Cup, ICC T20 World Cup and ICC Champions Trophy matches, until the end of 2031. Until 2031, a major men’s and women’s event each is scheduled every year, along with a World Test Championship Final on a biennial basis.
Coca-Cola’s Vice President of Global Assets, Influencers, and Partnerships, Bradford Ross, said the agreement will reinforce the company’s commitment to refreshing sports fans and elevating their entertainment experiences.
ICC Chief Commercial Officer Anurag Dahiya said, “I am thrilled to welcome back The Coca-Cola Company as an ICC global partner as we enter a landmark eight-year partnership, which unites one of the world’s leading brands with the second largest sport in the world. 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,” Dahiya added.
