ST. JOHN’S, Antigua — In a dynamic fusion of sport and world branding, Cricket West Indies (CWI) has formally introduced a landmark two-year partnership with Coca-Cola, designating the beverage large because the Official Tender Drink Accomplice of West Indies cricket.
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As a part of this high-impact collaboration, POWERADE and Dasani Water will turn out to be the Official Hydration Companions, offering performance-focused hydration options to gamers throughout all ranges—from youth improvement squads to the area’s elite males’s and ladies’s groups.
Recreation-changing deal begins amid “full ah vitality” sequence
The partnership, secured by the Coca-Cola Caribbean System, got here into impact on June 24, 2025, simply in time for the “Full Ah Power” Residence Collection, which kicked off with the West Indies’ first Take a look at towards Australia on the historic Kensington Oval in Barbados.
This well timed activation reinforces Coca-Cola’s enduring dedication to world sport, whereas aligning with CWI’s ambition to raise participant efficiency, fan engagement, and business progress throughout the Caribbean.
“Hydration is efficiency”: CWI prioritizes participant welfare
Talking on the partnership’s broader implications, CWI CEO Chris Dehring emphasised the essential position hydration performs within the sport.
“Hydration performs a essential position in athlete efficiency, security, and restoration, and making certain constant entry to high-quality hydration options throughout all ranges of cricket—from grassroots and age-group programmes to our elite males’s and ladies’s groups—is a prime precedence for CWI.”
“This partnership ensures that the hydration wants of each participant throughout the area are met, reinforcing our dedication to participant welfare, preparation, and improvement.”
By means of POWERADE’s science-backed electrolyte formulation and Dasani’s trusted purity, West Indies gamers will now profit from enhanced restoration and efficiency optimization, each in coaching and in competitors.
Coca-Cola to guide fan engagement and occasion innovation
Along with fulfilling hydration wants, Coca-Cola will play a number one position in fan activation and occasion branding, leveraging its world advertising and marketing experience to energise matchdays and deepen fan connections throughout all CWI properties.
“This partnership additionally represents a strategic alignment centered on enhancing the matchday and fan expertise throughout the area,” mentioned Dehring. “It marks a brand new chapter in how we construct relationships with world business manufacturers.”
“Coca-Cola, POWERADE and Dasani deliver not solely world-class merchandise but additionally unmatched experience in shopper experiences. Their help will assist us improve our occasions and deepen connections with our followers.”
The collaboration will lengthen throughout venues, digital platforms, and broadcast channels, remodeling how followers expertise West Indies cricket—from the grandstands to their cellular gadgets.
A shared ardour for sport and tradition
For Coca-Cola, this partnership is a continuation of its storied legacy in world sport—and a significant funding within the Caribbean’s cultural heartbeat.
“We’re extremely enthusiastic about this partnership with CWI,” mentioned Vineet Singhal, Vice President of Franchise Operations Caribbean at The Coca-Cola Firm. “By means of POWERADE and Dasani, we’re bringing science-backed hydration options to gamers within the Caribbean, serving to them to remain at their peak efficiency.”
“Cricket is greater than only a sport; it’s a unifying pressure that brings communities collectively and evokes ardour and satisfaction,” added Carlos Diaz, Vice President of Worldwide Operations at KOSCAB Holding Restricted. “We intention to proceed to help the event of cricket within the Caribbean and supply followers with unforgettable moments each on and off the sector.”
Coca-Cola and West Indies cricket: A pure match
One of many world’s most iconic manufacturers, Coca-Cola has lengthy been related to main world sporting occasions, together with its current sponsorship of the ICC Males’s T20 World Cup 2024, held throughout the Caribbean.
This partnership displays the corporate’s recognition of West Indies cricket as each a cultural powerhouse and a business catalyst for regional and worldwide sport.
Collectively, Cricket West Indies and Coca-Cola are poised to ship a refreshed period of efficiency, engagement, and excellence—on the pitch, within the stands, and throughout the Caribbean.
