Coca-Cola has bowled Pepsi out on the commercial pitch of the International Cricket Council, which is all set to announce its third major commercial partnership with a brand in India.
A formal announcement for ICC’s commercial partnership with Coca-Cola will be made in Gurgaon on Thursday by cricket’s world governing body Chief Executive Dave Richardson and global beverage brand’s India and South West Asia president T Krishnakumar.
The crucial tie-up comes just before the ICC World Cup 2019, to be played in England and Wales from May 20. Pepsi was one of the on-ground sponsors for the ICC World Cup 2015.
The ICC last year had announced two major sponsorships with Indian liquor brands – Bira 91 beer and Royal Stag blended whisky.
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Bira 91, in its maiden tie-up for sports, had been named the official sponsor of the ICC global tournaments, including the ICC Cricket World Cup, ICC T20 World Cup, ICC World Test Championship, ICC U19 Cricket World Cup and the ICC Women’s Championship, till 2023. The deal covers both the 2019 and the 2023 ICC World Cups.
The deal was announced in the Capital in November last.
Merely two weeks after the Bira 91 partnership announcement, ICC had confirmed the tie-up with the Seagram’s premium whisky brand Royal Stags for a similar duration. Royal Stag too is accorded the status of the official sponsors for cricket’s international events – the ICC Cricket World Cups, ICC T20 World Cups and ICC World Test Championship.
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