Coca Cola has signed a one-year deal to become the official beverage sponsor of Cricket Canada. It’s the first time the soft drink giant has formally partnered with Canada’s top cricket body.
“Cricket is experiencing exponential growth in Canada—both in players and in fanbase,” said Laura Cutsey, VP marketing and partnerships, Coca-Cola. “Globally, we’ve already seen success with cricket partnerships, having recently renewed our global partnership with the International Cricket Council (ICC) until 2031."
The deal comes as cricket continues to grow in Canada, fuelled largely by immigration from cricket hotspots like India and Pakistan. The men’s national team is also going to the International Cricket Council's Men's T20 World Cup in June for the first time.
"Coca-Cola's commitment to fostering a sense of community aligns seamlessly with Cricket Canada's mission to promote inclusivity and diversity amongst our athletes and fans,” said Cricket Canada president Rashpal Bajwa in a release. “Collaborating with a leading global icon like Coca-Cola is a testament to the growth of cricket in Canada, and the exciting future that lies ahead for the sport.”
“It’s in Coca-Cola’s DNA to connect with our diverse consumer base, and our partnerships, both locally and globally, are a reflection of that,” said Cutsey when asked about the sport's diverse fanbase in Canada.
Last year, Cricket Canada also signed a deal with Boundaries North to drive commercial growth.
“This partnership is not only a reflection of the achievements and accomplishments of our national team programs, but also of the new opportunities available to brands that want to align themselves with the growth of cricket in Canada,” said Boundaries North CEO Rahul Srinivasan.
“We are very eager for our nationwide cricket programs to create engagement with incredibly passionate fans, participants and their communities over the next several years as the sport continues its rapid rise.”
