Cricket West Indies (CWI) has unveiled a major new commercial partnership with global beverage giant Coca-Cola, which will see POWERADE and Dasani become the Official Hydration Partners of West Indies cricket. Coca-Cola has also been named the Official Soft Drinks Partner under the two-year deal.
The partnership, which took effect on June 24, 2025, coincided with the start of the West Indies men’s “Full Ah Energy” Home Series against Australia at Kensington Oval in Barbados. It signals CWI’s continued focus on aligning with internationally respected brands to elevate the sport across the region.
As part of the agreement, Dasani and POWERADE will be provided across all levels of CWI operations—from grassroots development and youth academies to the elite men’s and women’s national teams. The deal aims to support player welfare and performance through consistent access to quality hydration.
“Hydration plays a critical role in athlete performance, safety, and recovery,” said CWI CEO Chris Dehring. “This partnership ensures that the hydration needs of every player across the region are met, reinforcing our commitment to player welfare, preparation, and development.”
Beyond product provision, Coca-Cola will also lead event activation and fan engagement through its global marketing platforms. The brand will be integrated across venues, broadcasts, and digital content as part of its wider role in enhancing the cricket experience in the Caribbean.
“This partnership also represents a strategic alignment focused on enhancing the matchday and fan experience across the region,” Dehring added. “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.”
The Coca-Cola Company has a long and storied history of supporting global sports. Most recently, the brand was a key sponsor of the ICC Men’s T20 World Cup 2024, co-hosted by the Caribbean and the USA. (RW)
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