ST. JOHN’S, Antigua — In a dynamic fusion of sport and global branding, Cricket West Indies (CWI) has officially announced a landmark two-year partnership with Coca-Cola, designating the beverage giant as the Official Soft Drink Partner of West Indies cricket.
As part of this high-impact collaboration, POWERADE and Dasani Water will become the Official Hydration Partners, providing performance-focused hydration solutions to players across all levels—from youth development squads to the region’s elite men’s and women’s teams.
Game-changing deal begins amid “full ah energy” series
The partnership, secured through the Coca-Cola Caribbean System, came into effect on June 24, 2025, just in time for the “Full Ah Energy” Home Series, which kicked off with the West Indies’ first Test against Australia at the historic Kensington Oval in Barbados.
This timely activation reinforces Coca-Cola’s enduring commitment to global sport, while aligning with CWI’s ambition to elevate player performance, fan engagement, and commercial growth across the Caribbean.
“Hydration is performance”: CWI prioritizes player welfare
Speaking on the partnership’s broader implications, CWI CEO Chris Dehring emphasized the critical role hydration plays in the game.
“Hydration plays a critical role in athlete performance, safety, and recovery, and ensuring consistent access to high-quality hydration solutions across all levels of cricket—from grassroots and age-group programmes to our elite men’s and women’s teams—is a top priority for CWI.”
“This partnership ensures that the hydration needs of every player across the region are met, reinforcing our commitment to player welfare, preparation, and development.”
Through POWERADE’s science-backed electrolyte formulas and Dasani’s trusted purity, West Indies players will now benefit from enhanced recovery and performance optimization, both in training and in competition.
Coca-Cola to lead fan engagement and event innovation
In addition to fulfilling hydration needs, Coca-Cola will play a leading role in fan activation and event branding, leveraging its global marketing expertise to energize matchdays and deepen fan connections across all CWI properties.
“This partnership also represents a strategic alignment focused on enhancing the matchday and fan experience across the region,” said Dehring. “It marks a new chapter in how we build relationships with global commercial brands.”
“Coca-Cola, POWERADE and Dasani bring not only world-class products but also unmatched expertise in consumer experiences. Their support will help us enhance our events and deepen connections with our fans.”
The collaboration will extend across venues, digital platforms, and broadcast channels, transforming how fans experience West Indies cricket—from the grandstands to their mobile devices.
A shared passion for sport and culture
For Coca-Cola, this partnership is a continuation of its storied legacy in global sport—and a meaningful investment in the Caribbean’s cultural heartbeat.
“We are incredibly excited about this partnership with CWI,” said Vineet Singhal, Vice President of Franchise Operations Caribbean at The Coca-Cola Company. “Through POWERADE and Dasani, we are bringing science-backed hydration solutions to players in the Caribbean, helping them to stay at their peak performance.”
“Cricket is more than just a sport; it is a unifying force that brings communities together and inspires passion and pride,” added Carlos Diaz, Vice President of International Operations at KOSCAB Holding Limited. “We aim to continue to support the development of cricket in the Caribbean and provide fans with unforgettable moments both on and off the field.”
Coca-Cola and West Indies cricket: A natural fit
One of the world’s most iconic brands, Coca-Cola has long been associated with major global sporting events, including its recent sponsorship of the ICC Men’s T20 World Cup 2024, held across the Caribbean.
This partnership reflects the company’s recognition of West Indies cricket as both a cultural powerhouse and a commercial catalyst for regional and international sport.
Together, Cricket West Indies and Coca-Cola are poised to deliver a refreshed era of performance, engagement, and excellence—on the pitch, in the stands, and across the Caribbean.
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