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ICC and Coca-Cola enter into five-year global partnership

The partnership will see Coca-Cola’s brands become exclusive non-alcoholic beverage partners of the ICC until 2023. Coca-Cola’s rival Pepsi once used to be the partner of ICC

Cricket is at the heart of India and is also gaining popularity globally. In a quest to bring together sports, consumers, brands and the everlasting love for cricket across the world, International Cricket Council (ICC) and Coca-Cola have come together for a five-year global strategic partnership.

The five-year agreement includes all ICC events around the world, including the 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 global tournaments.

Coca-Cola’s rival Pepsi once used to be the partner of ICC.

The partnership will see The Coca-Cola Company’s (TCCC) brands becoming exclusive non-alcoholic beverage partners of the ICC until 2023. The partnership will strategically align both entities for the long run by combining the strength of The Coca-Cola Company’s diversified portfolio of over 500 brands and worldwide reach with ICC’s ambition to expand the sport’s footprint globally.

Commenting on the partnership, ICC Chief Executive, David Richardson, said, “It is our pleasure to welcome Coca-Cola on board as an ICC partner for the next five years. As one of the world’s biggest sports with more than 1 billion fans, we are delighted to partner with Coca-Cola, one of the biggest brands in the world. The ICC is committed to growing the game worldwide and the popularity of the three formats with pinnacle global events in each makes this an exciting time for major brands to be associated with our sport.”

T. Krishnakumar, President, Coca-Cola India and South West Asia, said, “Cricket is a global sport and a passion shared by more than a billion people across gender, generations and cultures. In line with our long history of partnering with major sporting events globally, our strategic partnership with ICC reinforces our long-standing commitment to refresh sports fans and enhance their entertainment experience. We look forward to delighting our consumers with our diverse portfolio and engagement opportunities to create unique experiences for fans through the next five years and even beyond that.”

Vijay Parasuraman, Vice- President, Marketing, Coca-Cola India and South West Asia, said, “Consumers are at the heart of Coca-Cola’s beverage portfolio. The company is acutely attuned to their preferences and continuously looks at innovative ways to connect people with our brands. As part of our partnership with ICC to inspire moments of optimism and happiness amongst consumers, we will also offer fans a chance to watch the 2019 ICC World Cup matches live.”

The Coca-Cola Company has been associated with Olympics for eight decades, with FIFA for four decades and with World Cup Rugby for nearly 25 years. The associations stem from Coca-Cola’s philosophy of being part of consumers’ lives and their passions.

The Coca-Cola Company is positioning itself towards being a total beverage company that offers a drink for every occasion and each and every person. As part of this transformation, the company is creating a consumer-centric portfolio across a range of beverage categories — from sparkling to hydration to ready-to-drink teas and coffees anchored in a pervasive and diverse distribution system.

India is a strategic market for TCCC and Coca-Cola India is on its path to become the fifth largest volume market in the Coca-Cola system. Recently, Coca-Cola India celebrated its 25th-anniversary milestone in India and is focused on introducing innovative and localised beverages that suit the consumer tastes and preferences specific to the regions.

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