Disney Star, the official broadcaster for the ongoing Asia Cup and the upcoming ICC Men’s Cricket World Cup 2023 on both TV and digital platforms, has secured a sponsorship agreement worth Rs 150-160 crore with leading beverage brand Coca-Cola.
According to a senior industry expert, the upcoming festive season presents an exciting opportunity a brand like Coca-Cola that seeks to become a part of nationwide celebrations in millions of households.
Arnab Roy, Vice President- Marketing, Coca-Cola India & SouthWest Asia, said: “ICC World Cup is the world’s second-largest sporting event; you’ve got the FIFA World Cup and then you’ve got the ICC World Cup. Based on the brands that we have (all our mass brands), mass-reach platforms are very important. And nothing is bigger than this. But at the end of it, when you’re activating these brands, you have to think about what your business objective is. Like, for us, if you take Coke, Thums Up or Sprite, we don’t just need to be a part of a sponsorship, we want to be a part of the overall branding.”
The stage is set for one the most explosive cricket seasons of the country: the second round of the Asia Cup will begin on September 10th and the finals will commence on September 17th. Cricket fans will not have to wait long for more action: less than a month later, the ICC Men’s Cricket World Cup will be held from October 5th to November 19th. As one the most popular and anticipated sport in the country, this season presents a golden opportunity for brands to foster national appreciation, an advantage that Coca-Cola has evidently recognized. Additionally, the growing interest in the game among women, brands specifically targeting female users will be able to benefit during this time.
Coca-Cola joins the ranks of Mahindra Auto FMCG giant Hindustan Unilever as sponsors on Disney Star.
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