Coca-Cola extends ICC partnership to become its longest ...
Cricket remains the most followed and viewed sports in India drawing 93% of sports viewers on television, followed by Kabaddi
Beverage major The Coca-Cola Company (TCCC) has extended its five-year agreement with the International Cricket Council (ICC), due to expire in 2023, by another eight years. The TCCC will continue to be ICC’s exclusive non-alcoholic beverage partners till 2031, when India and Bangladesh will jointly host the ICC Men’s Cricket World Cup.
This would be ICC’s longest association with a single brand, spanning 13 years (2019-31), said a joint statement. Bradford Ross, vice-president of global assets, influencers and partnerships at TCCC, 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.”
The agreement encompasses all men’s and women’s cricket events, including the ICC Cricket World Cups, ICC T20 World Cups and ICC Champions Trophies.
ICC Chief Commercial Officer, Anurag Dahiya said, “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.”
During the ICC Men’s Cricket World Cup India 2023, Thums Up and Limca Sportz were the exclusive beverage and sports drink partners, activating a host of online and offline fan engagement activations. Clear lemon drink Sprite took centre stage with its ‘Thand rakh’ campaign, stoking the enthusiasm of cricket fans through the tournament. The beverage maker also increased its December quarter advertising expenditures by 5-7% over the previous year to boost advertising efforts for both the Men’s World Cup and the festive season.
Cricket remains the most followed and viewed sports in India drawing 93% of sports viewers on television, followed by Kabaddi.
For its part, TCCC has an eight decade-long association with the Olympics; it is one of the longest-standing corporate partners of FIFA, with a formal association beginning in 1974 and an official sponsorship of FIFA World Cup since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950.
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