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NEW DELHI: Beverages maker Coca-Cola on Thursday announced a five-year global sponsorship partnership with international cricketing body ICC, as it seeks to leverage its association with cricket.
Coca-Cola president T. Krishnakumar said: “We want to be relevant globally with our portfolio of brands. Our strategic partnership with ICC reinforces our association with global sporting events.”
The partnership comes ahead of the ICC World Cup to be played later this year.
Rival PepsiCo was one of the on-ground sponsors for the ICC World Cup in 2015. The partnership will see Coca-Cola become exclusive non-alcoholic beverages partner of the ICC till 2023.
Neither Coca-Cola nor ICC divulged financial details of the deal.