The International Cricket Council (ICC) and Coca-Cola have prolonged their global sponsorship agreement for another eight years, spanning until the end of 2031 and encompassing Test, ODI, and T20 formats.
While the financial details remain undisclosed, insiders suggest the deal could exceed $100 million, marking a significant increase from the current $8–10 million yearly contributions by global partners.
This extension represents one of ICC’s lengthiest affiliations with a single brand, lasting 13 years (2019–2031). The ICC, heavily reliant on media rights and sponsorships, reported a revenue of $432 million for the fiscal year ending December 2022.
Under the partnership, Coca-Cola becomes the exclusive non-alcoholic beverage partner for all men’s and women’s pinnacle events, including the ICC Cricket World Cups, ICC T20 World Cups, and ICC Champions Trophies through 2031.
ICC Chief Commercial Officer Anurag Dahiya expressed excitement about this landmark partnership, anticipating global growth and engagement, especially with upcoming events like the men’s T20 World Cup in the USA and West Indies and the women’s edition in Bangladesh.
Coca-Cola Company’s VP of Global Assets, Influencers, and Partnerships, Bradford Ross, emphasized the collaboration’s alignment with their commitment to enhancing sports fans’ experiences.
Notably, during the recent ICC Men’s Cricket World Cup India 2023, Thums Up and Limca Sportz served as exclusive beverage and sports drink partners, while Sprite engaged fans with its ‘Thand rakh’ campaign.
