Beverage giant Coca-Cola has officially announced the extension of its partnership with the International Cricket Council (ICC) until 2031 across all three formats. This eight-year agreement solidifies Coca-Cola’s position as a Global Partner of ICC, marking one of the most extensive collaborations by ICC with a single brand, spanning a total of 13 years from 2019 to 2031.
The official signing ceremony is set to take place at the ICC’s headquarters, formalizing the continuation of this strategic partnership. Anurag Dahiya, ICC Chief Commercial Officer, expressed excitement about the extended collaboration, stating, “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.”
The renewed partnership encompasses all ICC world events, including ICC World Cups, ICC T20 World Cups, and ICC Champions Trophies for both men’s and women’s leagues until 2031. This extension follows Coca-Cola’s recent collaborations, including Limca Sportz and Thums Up’s partnerships with the ICC Men’s Cricket World Cup India 2023.
This long-term commitment between Coca-Cola and ICC underscores the brand’s dedication to supporting cricket on a global scale, promising enhanced experiences for fans and contributing to the growth and success of international cricket events.