Coca-Cola has announced a five-year global sponsorship partnership with international cricketing body ICC. Coca-cola is associating with ICC almost after two years. This is making Coca-Cola the exclusive non-alcoholic beverage partners of the ICC until 2023.
Coca-Cola president T. Krishnakumar said, “We want to be relevant globally with our portfolio of brands. Our strategic partnership with ICC reinforces our association with global sporting events.”
He also added, “As we focus on building a consumer-centric global portfolio, we want to leverage on global sporting properties. At the same time, we are also focusing on having a relevant local portfolio for India and South-West Asia, where cricket is beyond just a passion.”
The five-year partnership includes the upcoming ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023, among other tournaments.