Feb 1, 2019
Coca-Cola is all set to leverage its association with cricket by forming a five-year global sponsorship partnership with international cricketing body ICC. The partnership comes ahead of the ICC World Cup to be played later this year.
The partnership will see Coca-Cola become exclusive non-alcoholic beverages partner of the ICC till 2023.
According to Coca-Cola President T. Krishnakumar the beverage giant wants to be relevant globally with our portfolio of brands and its strategic partnership with ICC reinforces the association with global sporting events.
Rival PepsiCo was one of the on-ground sponsors for the ICC World Cup in 2015.