HomeNewsNewsDrinks - Soft DrinksCricketGlobal

Coca-Cola grabs ICC global partner rights

The Indian subsidiary of soft drinks group Coca-Cola has signed as a new global partner of the International Cricket Council, SportBusiness Sponsorship has learned.

SportBusiness Sponsorship understands that the ‘Proud Partner’ deal is contracted for five years, and can confirm reports in the Indian press that a deal announcement is imminent.

A report by InsideSport.com said that a formal announcement will be made today by ICC chief executive Dave Richardson and Coca-Cola India and South West Asia president T Krishnakumar.

The Indian business news site Business Standard said the deal size is estimated at INR 300 crore (€39m/$45m) over the five-year period till 2023 [one crore is equivalent to INR 10m].

The deal means that soft drinks rival PepsiCo, one of the sponsors for the Cricket World Cup 2015, will be sidelined for the  upcoming Cricket World Cup 2019, to be played in England and Wales from May 20.

For more on the ICC’s sponsorship strategy, read ‘ICC signs Bira 91 deal, US tech brands to step up in 2019’


Most recent

Wolverhampton Wanderers has secured a significant increase in the value of its front-of-shirt rights, after striking a new deal with Asian-facing gambling platform ManBetX.

PepsiCo-owned sports drink brand Gatorade will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources

Brazil’s club football sponsorship market is in freefall following the loss of state-owned bank Caixa Econômica Federal – the biggest spender of the last decade.

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.