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Ahead of the Cricket World Cup, beverage major Coca-Cola announced a five-year global sponsorship partnership with the International Cricket Council (ICC), making Coca-Cola the exclusive non-alcoholic beverage partners of the ICC until 2023. Coca-Cola is associating with ICC after nearly two decades.
T Krishnakumar, President, Coca-Cola India & South West Asia, said, “This partnership reinforces our commitment to associate with global sporting events. Cricket is a global sport and its footprint is expanding.” The partners, however, did not reveal the financials associated with the deal.
He 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 agreement 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.
Rolling out initiatives
Coca-Cola will begin leveraging this association by rolling out initiatives in India, Nepal, Sri Lanka and Bangladesh and will expand it to other cricketing nations and territories where the interest in cricket is growing, added Vijay Parasuraman, Vice-President, Marketing, Coca-Cola India & South-West Asia. David Richardson, CEO , ICC, said the partnership will bring together one of the biggest sports with over one billion fans and one of the biggest brands in the world.
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