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  • Coca-Cola Adds Cricket -- Sponsor Spotlight


    (ATR) Olympic TOP sponsor Coca-Cola is adding one of the world’s biggest sports to its portfolio.

    Coca-Cola and the ICC sign five-year deal (ICC)
    The company announced on Thursday a five-year global strategic partnership with the International Cricket Council. Under the agreement, Coca-Cola will be the exclusive non-alcoholic beverage partner of the ICC until 2023.

    The deal includes all men's and women's ICC events, including the next two ICC Men’s Cricket World Cup tournaments. The first will be later this year in England and Wales and the second in 2023 in India.

    “As one of the world’s biggest sports with more than one billion fans we are delighted to partner with Coca-Cola, one of the biggest brands in the world,“ ICC Chief Executive David Richardson said in a statement.

    “The ICC is committed to growing the game worldwide and the popularity of the three formats with pinnacle global events in each makes this an exciting time for major brands to be associated with our sport.”

    The Coca-Cola Company has an eight-decade long association with Olympics, four decades with FIFA and nearly 25 years with World Cup Rugby.

    “In-line with our long history of partnering with major sporting events globally, our strategic partnership with ICC, reinforces our long-standing commitment to refresh sports fans and enhance their entertainment experience,” said T. Krishnakumar, President, Coca-Cola India and South West Asia.

    Dow Receives Award for Low-Carbon Legacy Collaboration with the IOC

    The carbon partnership between Dow and the IOC is now award-winning.

    Dow has earned a first-place ‘medal’ in the Innovations for High-Performance Buildings and Communities category of the National Institute of Building Sciences (NIBS) 2018 Beyond Green™ High Performance Building and Community Awards.

    The company was recognized for two reasons. First, for Dow’s mitigation of 4.3 million metric tons of carbon dioxide equivalent (CO2e) through carbon reduction projects in its role as the Official Carbon Partner of Sochi 2014, Rio 2016, and the IOC. Second, because Dow is now applying this framework on a global scale.

    While Dow is “thrilled” with being recognized for its efforts, the company says there is still much more to be done.

    “Our work with the IOC goes beyond simply implementing carbon mitigation projects,” Nicoletta Piccolrovazzi, global director for sustainability and technology, Dow Olympic & Sports Solutions, tells Around the Rings. “It’s about inspiring local communities and businesses around the globe to take action and collaborate more creatively for long-term sustainability.”

    In addition to projects in the built environment, Dow is committed to implementing new projects with customers in manufacturing, transportation, and packaging materials markets.

    USA Curling and Toyota Teaming Up

    USA Curling is the latest newest National Governing Body (NGB) to be welcomed into the Toyota family.

    USA Curling is Toyota's ninth winter NGB partner (Toyota)
    Toyota’s partnership with USA Curling includes sponsorship of their Paralympic program, National Championships, Curling Night in America on NBCSN, and activation at one Paralympic Team and two Olympic Team Trials in 2021.

    “This is not just a sponsorship deal; it is a partnership in the truest sense of the word,” said USA Curling CEO Rick Patzke in a statement.

    “A building block of the USA Curling mission is a desire to help people achieve all the good things they aspire to, whether in sport, their careers, or life in general. Having Toyota in the house mobilizes the dawn of a new era for our sport, where nothing is impossible when the goals are for the greater good.”

    An Olympic TOP sponsor, Toyota’s addition of USA Curling means the company now has nine winter NGB partners.

    The other eight winter NGB partners are: U.S. Ski & Snowboard Association; US Speedskating; U.S. Figure Skating; USA Hockey and the U.S. National Sled Hockey Team; U.S. Paralympics Alpine Skiing; U.S. Paralympics Nordic Skiing; and U.S. Paralympics Snowboarding.

    Hyundai Extends World Archery Deal

    Hyundai Motor Company and World Archery are extending their partnership for three more years.

    Hyundai and World Archery teaming up through 2021 (ATR)
    The South Korea-based company has been World Archery’s exclusive automotive partner since 2016 and will remain in that capacity through the end of 2021.

    The renewal means Hyundai retains title sponsorship rights to multiple high-level competitions: the Hyundai Archery World Cup in 2019, 2020 and 2021, as well as the biennial Hyundai World Archery Championships in 2019 and 2021.

    The automotive manufacturer is expected to receive extensive branding at international archery events and exposure in related broadcasts under the agreement.

    “Hyundai’s support has enabled the growth of our world-class events, and the investment translates into measurable growth in archery’s broadcast reach and international engagement,” World Archery President Ugur Erdener said in a statement.

    “It’s a relationship that continues to benefit both parties and one we’re proud to prolong.”

    Written by Gerard Farek

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