Coca-Cola Gears Up For ICC ODI World Cup 2023 In India 

Coca-Cola has partnered with the International Cricket Council (ICC) for the upcoming ICC ODI Men’s Cricket World Cup 2023, hosted by India later this year.  

The deal for the cricketing extravaganza in India between ICC and the beverage brand falls under their four-year worldwide strategic partnership. Coca-Cola is poised to be the ICC’s only non-alcoholic beverage partner for the tournament.

Through an array of online and offline activations, Coca-Cola hopes to bowl over cricket fans across Asia, particularly India. 

Following the deal, Arnab Roy, Vice President, Marketing Coca‑Cola India and Southwest Asia at Coca-Cola India, said, “We believe that the ICC Cricket World Cup is the biggest cricket event for the country. Partnership with the ICC provides us with a great opportunity to bring together our customers, consumers, brands, and cricket. Our brand activations will engage consumers through innovative offline and online promotions and create memorable experiences for sports fans.”

The brand will  launch a host of brand activations with its beverage lineup, fan engagements, social media campaigns, contests to win World Cup tickets, and exclusive on-site experiences throughout the tournament .

According to ASN data, Coca Cola is the biggest spender for its category (20.2%, slightly over US$470m) since Q420 and the majority of these spends have been in India (96.3%).  It is still the most involved non-alcoholic beverage brand in cricket, with its biggest deal worth about US$8.9m.