The International Cricket Council (ICC) has announced Coca-Cola as the exclusive non-alcohol drink beverage across all three of its tournament formats.
Commencing an eight-year arrangement, the deal extends the duo’s existing partnership until 2031.. The partnership between the ICC and Coca-Cola is now one of the longest collaborations formed by the ICC, spanning 13 years in total.
The deal includes all men’s and women’s games at the summit of the sport. Including the ICC Cricket World Cups, ICC T20 World Cups and ICC Champions Trophies throughout its eight-year duration.
Anurag Dahiya, ICC Chief Commercial Officer, 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.”
This agreement comes months after UEFA named Coca-Cola as the official global sponsor of EURO 2024.
Coca-Cola has an extensive presence across sports, having also partnered with a range of football clubs and leagues – AFC Ajax and US Soccer being two notable examples – as well as American sports franchises like the NFL’s Philadelphia Eagles.
Bradford Ross, Vice President of Global Assets, Influencers, and Partnerships at The Coca-Cola Company, stated: “In alignment with our rich history of global sports partnerships, the collaboration with ICC reinforces our commitment to refreshing sports fans and elevating their entertainment experiences.
“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.”