The International Cricket Council (ICC) and Coca-Cola on Thursday announced that they had entered into a five-year global strategic partnership to celebrate one of the world’s most popular sports – cricket, and its global events. The partnership will see the Coca-Cola Company’s brands becoming exclusive non-alcoholic beverage partners of the ICC until 2023. 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 amongst other global tournaments. Importantly, the partnership will strategically align both the ICC and the Coca-Cola Company for the long-term by combining the strength of Coca-Cola’s diversified portfolio of over 500 brands as well as 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.” The Coca-Cola Company has an eight-decade long association with Olympics, four decades with the FIFA and nearly 25 years with World Cup Rugby. The associations stem from Coca-Cola’s philosophy of being part of consumers’ lives and their passions. The Coca-Cola Company (TCCC) is accelerating its position towards 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. Published in Daily Times, February 1st 2019.