Industry Shorts: Icc, Itf, Jason Leonard…
The International Cricket Council (ICC) has signed a five-year global strategic partnership with Coca-Cola, replacing long-time partner and Coke rival Pepsi in the category.
The agreement will see The Coca-Cola Company’s brands become exclusive non-alcoholic beverage partners of the ICC until 2023.
The five-year partnership includes all ICC events around the world, including the ICC Men’s Cricket World Cup taking place this year in England and Wales.
Further tournaments included under the partnership include the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023.
The International Tennis Federation and Kosmos Tennis have announced a renewed sponsorship deal with Swiss watchmaker Rolex for the Davis Cup by BNP Qualifiers and Davis Cup by BNP Paribas Finals.
The Rolex brand was visible throughout the Davis Cup Qualifiers played in 12 different countries around the world over the weekend, as well as throughout the Davis Cup Finals to be held in Madrid in November.
Commenting on the partnership renewal, David Haggerty, ITF President, said: “Rolex plays a fundamental role in tennis, both as a sponsor and as official timekeeper, marking performance and progress from season to season across the sport and accompanying players in their pursuit of excellence.”
Former England rugby World Cup winner Jason Leonard has launched Front Row Club, an exclusive digital members club.
Coinciding with the opening weekend of the 2019 Guinness Six Nations, the digital initiative will give rugby fans access to rugby legends and the opportunity to win prize experiences.
Front Row Club will ultimately look to drive funding to Leonard’s charity, The Atlas Foundation, which helps distribute basic necessities to children in 15 countries around the world, whilst introducing them to the game of rugby.
