Coca-Cola has extended its partnership with the International Cricket Council (ICC) for eight years, making its status as one of the longest standing brands associated with cricket. The global partnership, from 2019 to 2031, was officially sealed at the ICC’s headquarters.
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This partnership date back to 2019 when Coca-Cola initially entered into a four-year agreement with the ICC.
Since then, the collaboration has flourished, covering major cricket events such as the ICC Men’s Cricket World Cup 2019 and the T20 World Cups, among others.
The decision to extend the partnership for an other eight years underlines the mutual commitment and success achieved during the phase of collaboration.
The extended partnership has a wide array of ICC events, all three formats of the game Test cricket, One Day Internationals (ODIs), and Twenty20 Internationals (T20Is).
Coca-Cola’s brands are set to become the exclusive non-alcoholic beverage partners for all men’s and women’s events, including the prestigious ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies, extending through the conclusion of 2031.
The signed agreement shows Coca-Cola’s position as a Global Partner of the ICC, making it as one of the longest-ever associations formed by the ICC with a single brand.
The commitment spans a total timeline of 13 years, the brand’s dedication to the growth and development of cricket as a global sport.
The partnership will feature international men’s and women’s events each year, accompanied by a World Test Championship Final every two years.
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The agreement’s timeline is with several major events on the ICC calendar. Starting with the Men’s T20 World Cup in the USA and West Indies in June 2024, the partnership will have tournaments such as the Men’s Champions Trophy in Pakistan (February 2025), the Men’s T20 World Cup in India and Sri Lanka (February 2026), and the Men’s Cricket World Cup in South Africa, Zimbabwe, and Namibia (Oct-Nov 2027).
This sequence of events extends until the Men’s Cricket World Cup in India and Bangladesh in October-November 2031.
The collaboration between Coca-Cola and the ICC is the conventional sponsorship model. During the recent ICC Men’s Cricket World Cup India 2023, specific Coca-Cola brands such as Thums Up and Limca Sportz played as exclusive beverage and sports drink partners.
Sprite, another Coca-Cola brand, took center stage with its Thand rakh campaign, capturing the essence of cricket fandom and contributing to the vibrant atmosphere of the World Cup.
Anurag Dahiya, ICC’s Chief Commercial Officer, expressed excitement about the long term collaboration. With major events on the horizon, such as the Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh, the partnership is to enhance the global cricketing experience.
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Dahiya said the collaboration’s role in celebrating the sport’s expansion and promised opportunities to enhance fans experiences worldwide.
Bradford Ross, Vice President of Global Assets, Influencers, and Partnerships at The Coca-Cola Company, reiterated the brand’s commitment to refreshing sports fans and elevating their entertainment experiences.
The collaboration with the ICC is with Coca-Cola’s rich history of global sports partnerships, including an eight decade long association with the Olympics and over four decades with FIFA and the T20 World Cup.
Upcoming ICC Men’s Events:
- ICC Men’s T20 World Cup (June 2024) – West Indies & USA
- ICC Men’s Champions Trophy (February 2025) – Pakistan
- ICC Men’s T20 World Cup (February 2026) – India & Sri Lanka
- ICC Men’s Cricket World Cup (Oct-Nov 2027) – South Africa, Zimbabwe & Namibia
- ICC Men’s T20 World Cup (October 2028) – Australia & New Zealand
- ICC Men’s Champions Trophy (October 2029) – India
- ICC Men’s T20 World Cup (June 2030) – England, Wales, Ireland, & Scotland
- ICC Men’s Cricket World Cup (Oct-Nov 2031) – India & Bangladesh.
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