Beverage giant Coca-Cola has tied up with cricket’s global governing body ICC for the 2023 men’s World Cup.

As a result of the partnership, Coca-Cola will become the ICC’s only non-alcoholic beverage partner. Through a number of online and offline activations, Coca-Cola will use its well-known global presence to engage sports fans from all over the world, foster a legacy of unity, and promote true sportsmanship. It will continue to interact with customers and appeal to their interests in sports.

The ICC and the renowned beverage company have signed a four-year global strategic partnership, Economic Times has reported.

According to Arnab Roy, vice president of marketing for Coca-Cola India and Southwest Asia, the ICC Cricket World Cup is the biggest cricket event in the nation.

“We have a fantastic opportunity to bring together our clients, consumers, brands, and cricket thanks to our partnership with the ICC. Through creative offline and online promotions, our brand activations will engage consumers and offer sports fans experiences they will not soon forget,” he added, according to the report.

“The ICC Men’s Cricket World Cup 2023 will feature the world’s best teams competing for ultimate glory,” says Anurag Dahiya, the ICC’s chief commercial officer, “We are thrilled about our collaboration with Coca-Cola because it promises to deliver a revitalizing cricketing experience that will enthrall spectators and provide a grand display of their emotions.”