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After ICC deal, IPL among other sporting events on Coca-Cola's radar

Also plans to leverage on popularity of sports in India


Coca-Cola India and Southwest Asia president T Krishnakumar and ICC Chief Executive David Richardson hold the World Cup Trophy as they announce their partnership PTI

Arnab Dutta New Delhi
After two decades of self-withdrawal, Coca-Cola is preparing to bet on the rising popularity of sports in India. On Thursday, it announced it had won a five-year contract as a key sponsor for Inter­national Cricket Council (ICC) events. It is also in advanced talks for several other sporting events, sources said.

The ICC deal is estimated at over Rs 300 crore. It is also looking at the Indian Premier League and other cricket tournaments, beside regional spo­rt leagues, such as those on kabaddi. Says Vijay Parasur­aman, vice-president for marketing at Coca-Cola India & South West Asia, “we are open to endorsing

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First Published: Jan 31 2019 | 10:20 PM IST

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