Pepsi not endorsing Cricket any more; Coca-Cola enters 5-year partnership with ICC

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To be exclusive non-alcoholic beverage partner till 2023

Beverages major Coca-Cola has entered into a five-year global strategic sponsorship agreement with International Cricket Council (ICC). The company will be the exclusive non-alcoholic beverage partner of the ICC till 2023.

T Krishnakumar, President, Coca-Cola India and South West Asia said, “ Cricket is a global sport and growing in its reach. With our focus being on building a consumer-centric portfolio, this partnership gives us a unique opportunity to engage with our consumers.”

The five year agreement includes all ICC events around the world including ICC Men’s Cricket World Cup 2019 in England , ICC men’s and women’s T20 World Cup in Australia in 2020 besides the women’s World Cup in 2021 and Men’s World Cup in 2023.

David Richardson, CEO, ICC said, “ It is our pleasure to welcome Coca-Cola on board as the ICC partner for the next five years.”

Coca-Cola is associating as a global sponsor with ICC after nearly two decades. It’s archrival PepsiCo ended its association with ICC in 2015.

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