The Coca-Cola Company is expected to leverage its sponsorship deal with the International Cricket Council during the World Cup 2019 to promote Powerade launch in India. The company has charted out enormous plans to leverage cricket sponsorship and has allocated budgets of ₹ 500-crore according to the earlier reports. The majority of the “cricket budget” is committed towards the International Cricket Council global partnership for the “exclusive non-alcoholic beverage partner” rights and the Indian Premier League 2019 broadcast sponsorship on Star Sports.
Earlier Coca-Cola had announced 5 year partnership with the ICC to celebrate one of the world’s most popular sports – cricket, and its global events. The partnership will allow 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-ColaCompany for the long-term by combining the strength of The Coca-Cola Company’s diversified portfolio of over 500 brands as well as worldwide reach with ICC’s ambition to expand the sport’s footprint globally, ICC had stated in a media release.