ST. JOHN’S, Antigua – Cricket West Indies (CWI) has announced a landmark two-year partnership with global beverage powerhouse Coca-Cola, naming the brand as the Official Soft Drinks Partner and designating POWERADE and Dasani Water as the Official Hydration Partners for all West Indies cricket operations.
The partnership, effective from June 24, 2025, covers all levels of West Indies cricket—from grassroots and youth development to high-performance and international teams—and aligns with CWI’s broader commercial strategy to elevate player welfare and fan engagement.
“Hydration plays a critical role in athlete performance, safety, and recovery,” said Chris Dehring, CEO of Cricket West Indies. “Ensuring consistent access to high-quality hydration solutions across all levels of cricket is a top priority for CWI.”
Coca-Cola brings global marketing expertise to West Indies cricket
This partnership was secured through the Coca-Cola Caribbean System and kicks off just ahead of the men’s “Full Ah Energy” Home Series, which started with the first Test between West Indies and Australia at Kensington Oval, Barbados.
POWERADE and Dasani will be supplied across all CWI programs including youth, age-group, and elite teams. This ensures standardized, science-backed hydration solutions that support athlete health and performance.
“Through POWERADE and Dasani, we are bringing science-backed hydration solutions to players in the Caribbean, helping them to stay at their peak performance,” said Vineet Singhal, VP Franchise Operations Caribbean at The Coca-Cola Company.
Fan experience to be elevated across CWI events and platforms
Beyond hydration, Coca-Cola will lead matchday activations and fan engagement across venues, broadcasts, and digital platforms. This strategic alignment is aimed at transforming how fans experience West Indies cricket.
“This partnership marks a new chapter in how we build relationships with global commercial brands,” added Dehring. “Coca-Cola brings unmatched expertise in consumer experiences, which will help us deepen connections with fans and enhance our events.”
“Cricket is more than just a sport; it is a unifying force that brings communities together,” said Carlos Diaz, VP International Operations at KOSCAB Holding Limited. “We aim to provide fans with unforgettable moments both on and off the field.”
Building on ICC T20 World Cup momentum
This partnership comes on the heels of Coca-Cola’s sponsorship of the ICC Men’s T20 World Cup 2024, hosted in the Caribbean, and reflects the brand’s recognition of the cultural and commercial value of West Indies cricket.
By partnering with one of the world’s most recognized brands, CWI is doubling down on a commercial growth strategy that integrates player health, regional pride, and world-class fan experiences.
