Coca-Cola has renewed its collaboration with the International Cricket Council (ICC) for an additional eight years

Renowned beverage giant Coca-Cola has extended its collaboration with the International Cricket Council (ICC) for an additional eight years, marking a commitment that will endure until 2031 and cover all major ICC world events across different cricket formats. This renewal solidifies one of the ICC's lengthiest partnerships with a singular brand, continuing a relationship initiated in 2019. The extension builds upon Coca-Cola's initial five-year agreement with the ICC, commencing in 2019 and designating Coca-Cola’s brands as the exclusive non-alcoholic beverage partners for the cricket governing body.

The original pact encompassed prestigious tournaments such as the ICC Men’s Cricket World Cup 2019 and the T20 World Cups, along with other global events. With this latest announcement, Coca-Cola's brands will maintain their exclusive status throughout all significant men’s and women’s cricket events, including World Cups and Champions Trophies, until 2031. This extended period will feature continuous high-profile cricketing action, including annual major international men's and women's events and the World Test Championship Final every two years.

Anurag Dahiya, ICC’s Chief Commercial Officer, expressed enthusiasm about the long-term collaboration, foreseeing an exciting commercial era and global growth for the sport. He highlighted upcoming events such as the Men’s T20 World Cup in the USA and West Indies and the Women’s edition in Bangladesh, emphasizing the potential for unprecedented expansion and engagement.

Coca-Cola's enduring association with major sporting events is a testament to its longstanding tradition, spanning eight decades with the Olympics and over forty years with FIFA and the T20 World Cup. Bradford Ross, Vice President of Global Sports and Entertainment Marketing & Partnerships at The Coca-Cola Company, emphasized the power of sports to unite people. He noted that the partnership offers a unique opportunity to blend brand affinity with the global enthusiasm for cricket, aiming to continue delighting consumers and creating unique experiences for fans with Coca-Cola's diverse portfolio.