Coca-Cola is fast gearing up for the ICC World Cup 2019. After announcing its tie-up as the International Cricket Council (ICC) non-alcoholic beverage partner for five years recently, the aeriated water brand has busy with its World Cup activation in Sri Lanka.
In the run-up to the ICC Cricket World Cup 2019, Coca-Cola is calling on fans to rally around the Sri Lanka Cricket team and cheer them on as they relive the glory days of the game and set out to make their mark through the ‘Drink of Togetherness’ campaign.
The company has announced a consumer engagement initiative named ‘From Cap to Cup’. The initiative provides Sri Lankan cricket fans with a chance to win an opportunity to enjoy the ICC Cricket World Cup 2019 in England and Wales live.
The details of the tie up were announced at a Press conference in Colombo. The partnership will also strategically align Cricket ICC and Coca-Cola for a long-term by combining the strength of The Coca-Cola Company’s diversified portfolio of over 500 brands as well as its worldwide reach with ICC’s unwavering focus to expand the sport’s footprint globally.
The chief guest at the launch event, Telecommunications, Foreign Employment and Sports Minister Harin Fernando said: “The game of cricket forms the sporting heartbeat of the nation. All Sri Lankans must come together and cheer on our lions during the upcoming ICC Cricket World Cup 2019 campaign. I wish to especially thank Coca-Cola for stepping forward to support Sri Lankan Cricket and for taking the initiative to rally the nation together in wishing our cricket team success during their endeavour to regain the Cricket World Cup in England and Wales.”
Commenting on Coca-Cola’s ongoing support of the game, Sri Lanka Cricket Executive Committee Assistant Secretary Chryshantha Kapuwatte said: “Coca-Cola has had a long-standing history of nurturing the sport of cricket in Sri Lanka. Not only is the company the present Official Carbonated Beverage partner of Sri Lanka Cricket, Coca-Cola was a global partner of cricket during the country’s win at the 1996 Cricket World Cup. The company has also contributed to the development of the game at a grass-root level through The Coca-Cola Cricket Pathways programme, which has helped to nurture and groom the next generation of cricketing stars from across the island. We look forward to working with Coca-Cola on this campaign to foster a spirit of togetherness in support of the national cricket team.”
ICC CEO Manu Sawhney added: “We are pleased to partner with Coca-Cola and take our mutual passion for the sport of cricket to even more people across the world. We look forward to fans across the region, coming together to cheer on their teams at the ICC Men’s Cricket World Cup and be part of the greatest ever celebration of our sport.”
Coca-Cola South West Asia Operations Vice President Sundeep Bajoria said: “Cricket is a global sport and a passion that is shared by more than a billion people. A love for this game transcends beyond gender, generations and cultures. In-line with our long history of partnering with major sporting events globally, our strategic partnership with the ICC, reinforces our long-standing commitment to refresh sports fans and enhance their entertainment experiences.”
The partnership in its first phase unfolds in Sri Lanka through an Under The Cap (UTC) campaign.
Throughout the campaign period, 30 lucky winners will get an ICC World Cup ticket from Coca-Cola Sri Lanka. Additionally, the company will also give away 600 smartphones to consumers through a digital raffle draw which will be conducted throughout the campaign period. The campaign will be active from April 1, 2019 to June 1, 2019.
“The objective of this partnership and exciting campaign is to connect all fans of cricket, our consumers, the brands and the everlasting love for the game of cricket in Sri Lanka, together. We hope that this campaign will highlight Coca-Cola’s spirit of togetherness and help us to all support, cheer for and uplift our players as they vie for the trophy in London,” said Coca-Cola Sri Lanka (Pvt.) Ltd Managing Director Pankaj Sinha.