Coca-Cola South West Asia Operations Vice President Sundeep Bajoria, Coca-Cola Cricket Pathways programme (Sri Lanka) Former Brand Ambassador and 1996 Cricket World Cup Winning Team Vice Captain Aravinda De Silva, Coca-Cola Beverages Sri Lanka Ltd Country Sales and Commercial Manager Shamal Gunawardene, Coca-Cola Beverages Sri Lanka Ltd Managing Director Mayank Arora, Sri Lanka Cricket Executive Committee Assistant Secretary Chryshantha Kapuwatte, Telecommunications, Foreign Employment and Sports Minister Harin Fernando, Coca-Cola Beverages Sri Lanka Ltd Managing Director Pankaj Sinha and Coca-Cola Sri Lanka (Pvt.) Ltd Country Public Affairs, Communications and Sustainability Manager Lakshan Madurasinghe

The International Cricket Council (ICC) and Coca-Cola recently announced that they have entered into a global strategic partnership to celebrate one of the world’s most popular sports - cricket and its premier events.

The partnership will entail The Coca-Cola Company’s brands becoming exclusive non-alcoholic beverage partners of the ICC and all of its tournaments for the next five years.

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 also announced a consumer engagement initiative named ‘From Cap to Cup’, which will provide Sri Lankan cricket fans with a chance to win an opportunity to enjoy the ICC Cricket World Cup 2019 - England and Wales live.

The details of the tie up were announced at a press conference that took place at the Shangri-La Hotel in Colombo. The partnership will also strategically align both organisations for the 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 said: “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. To participate in the campaign, all consumers have to do is pick up a Coke, Sprite or Fanta, look under the special yellow caps and SMS the unique Coke code under the cover to 2343.

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.

Coca-Cola South West Asia Operations Vice President Sundeep Bajoria and Sri Lanka Cricket Executive Committee Assistant Secretary Chryshantha Kapuwatte wishing the Sri Lanka Cricket team all the best at the upcoming Cricket World Cup

Telecommunications, Foreign Employment and Sports Minister Harin Fernando addressing the gathering at the event

Aravinda De Silva adding his wish to the wishing portal