Beverage major Coca-Cola announced on Tuesday that it has extended its partnership with the International Cricket Council (ICC) for an eight-year period, encompassing ICC World events across all three formats, up until the end of 2031.

This eight-year partnership as a Global Partner of the ICC confirmed the collaboration as one of the longest-ever associations formed by the ICC with a single brand, spanning a total timeline of 13 years (2019-2031), it added.

“The partnership will see the Coca-Cola Company’s brands becoming exclusive non-alcoholic beverage partners. The agreement includes 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 through to the end of 2031. During the course of the partnership, there will be both a major international men’s and women’s event every year as well as a World Test Championship Final every two years,” the company said in a statement. 

ICC Chief Commercial Officer Anurag Dahiya said: “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.”

During the recent 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. Additionally, Sprite leveraged on the tournament with its ‘Thand rakh’ campaign.

Bradford Ross, VP Global Sports and Entertainment Marketing & 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 fervor for the world’s cricketing game. We endeavor to continue to delight consumers with our diverse portfolio and create unique experiences for fans.” 

The beverage major has an eight-decade-long association with the Olympics. In addition,  for over four decades, it has been associated with the FIFA and T20 World Cup.

“The recent association of Thums Up with the Olympics and Paralympics in India is a testimony to the Company’s belief in sports and its enduring journey towards making a refreshing difference,” the statement added.

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