Coca-Cola has extended its partnership with the International Cricket Council (ICC) for eight years, covering all three formats of ICC World events until the end of 2031. The partnership, which spanned 13 years (2019-2031), is one of the longest-ever associations formed by the ICC with a single brand.
The Coca-Cola Company’s brands will become exclusive non-alcoholic beverage partners, covering all men’s and women’s events at the pinnacle of the sport, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies. The partnership will see both major international men’s and women’s events every year and a World Test Championship Final every two years. The signing ceremony at ICC’s headquarters marked a historic milestone for the partnership.
On this occasion, 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.”
