Toronto-based Cricket Canada and Coca-Cola Canada have recently formed a fresh alliance, wherein Coca-Cola will assume the role of the designated beverage sponsor and BODYARMOR will be recognised as the Official Sports Drink of Cricket Canada. This collaboration signifies a noteworthy achievement in the ongoing expansion and advancement of cricket within the nation.
Coca-Cola's sponsorship includes prominent placement of their brands on the official kits and training gear for Canada's National Team Programs in cricket. This collaboration provides Coca-Cola with an exciting opportunity to connect with Canada's rapidly growing cricket community.
The partnership goes beyond the cricket field, as both organisations are exploring joint initiatives and programs to enhance the accessibility, popularity, and engagement of the sport with players and fans throughout the country.
Beneficial alliance for both parties
Cricket Canada's President, Rashpal Bajwa, expressed delight in welcoming Coca-Cola to the Cricket Canada family. He highlighted the alignment between Coca-Cola's commitment to fostering a sense of community and Cricket Canada's mission to promote inclusivity and diversity among athletes and fans. Bajwa sees this collaboration with Coca-Cola, a global icon, as a testament to cricket's growth in Canada and the exciting future ahead for the sport. He believes that the partnership will elevate the profile of the National Teams and contribute to the overall growth and development of cricket in the country, especially with the upcoming 2024 ICC Men's T20 World Cup and other events.
Laura Cutsey, VP of Marketing & Partnerships at Coca-Cola Ltd, emphasised their collaboration with Cricket Canada as a reinforcement of Coca-Cola. Canada's commitment to supporting the growth of Canadian athletes who attract a diverse and passionate fanbase. She sees this partnership as a unique opportunity to elevate the sport with Coca-Cola's brands, especially considering the exploding popularity of cricket in Canada and the impact of the national teams on the global stage.
The year 2024 is significant for Cricket Canada, with the Men's National Team participating in various global events. They kick off their three-year qualifying campaign for the ICC 2027 Cricket World Cup in March, with matches against UAE and Scotland. The highlight of the year is Canada's first appearance at the ICC Men's T20 World Cup, with matches taking place in Dallas, New York, and Florida. The year concludes with matches against The Netherlands, USA, Oman, and Nepal in August and September.
Boundaries North, a trusted partner of Cricket Canada for driving commercial growth, played a crucial role in securing this landmark partnership. They utilised their extensive expertise in the sports and sponsorship landscape to facilitate the collaboration.
"This collaboration not only signifies the accomplishments and progress made by our National Team programs but also the exciting opportunities that await brands wishing to align themselves with the growth of cricket in Canada. We are enthusiastic about our nationwide cricket initiatives and the prospect of engaging with passionate fans, participants, and communities in the coming years as the sport continues its rapid ascent," stated Rahul Srinivasan, CEO of Boundaries North.
About Cricket Canada
Cricket Canada serves as the official regulatory body for cricket in Canada, overseeing and promoting the advancement of the sport at all levels. Emphasising inclusivity and excellence, Cricket Canada is committed to nurturing a vibrant cricket community and achieving international success. Recognised by the International Cricket Council, the Government of Canada, and the Canadian Olympic Committee, Cricket Canada holds the authority as the governing body for cricket in the country.