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The Coca-Cola Company said on Tuesday, Dec. 26, that it has signed a new deal with the International Cricket Council (ICC) as they extend their partnership for eight more years.
The beverage manufacturer and the Cricket administrative body have renewed their agreement, which will be in effect until the last week of the year 2031.
Partnership History of the ICC and Coca-Cola
CNBCTV18 reported that PepsiCo was the original partner of the ICC. Still, when The Coca-Cola Company entered the cricket scene, it replaced the former to become the new global non-alcoholic sponsor. Their very first contract was a five-year deal.
The contract covered all of the ICC's events for both men's and women's teams. The sponsorship also includes major matches such as the Cricket World Cup.
New Collaboration: Extended Agreement
Now, as The Coca-Cola Company and the International Cricket Council have decided to work together for several more years, their initial contract from 2019, combined with the new one, brings the duration of their cooperation to a total of 13 years.
The extended deal is one of the longest-ever partnerships the ICC allowed with a single brand. The latest contract will still include all the events from both male and female tournaments, and Coca-Cola will provide support not only for the ICC World Cup but for the ICC Champion Trophy games and the ICC T20 World Cup as well.
"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," Coca-Cola Company's vice president of global sports and entertainment marketing and partnerships, Bradford Ross, said in a press release.
He added, "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."
Photo by: Laura Chouette/Unsplash
