Coca-Cola Europacific Partners signs three-year deal as official hydration partner for the Women’s National Basketball League in Australia.
Coca-Cola Europacific Partners (CCEP) is delighted to announce it is expanding its involvement in Australian basketball following an agreement with the Cygnett Women’s National Basketball League (WNBL) to become the league’s official hydration partner.
The three-year agreement, which will span the 2023/24 to 2025/26 seasons and will encompass CCEP's beloved brands Powerade and Mount Franklin, follows the recently announced appointment of CCEP as the official hydration partner of the National Basketball League (NBL).
General Manager of Marketing Activations at CCEP, Melissa Thompson, expressed enthusiasm for the partnerships, citing the significance of the sport in Australia.
“CCEP has a rich history of supporting community and sports organisations, and we're thrilled to team up with both WNBL and NBL as the official sports hydration partner.
“Basketball is the second most popular sport worldwide and the fastest-growing summer sport in Australia. We’re delighted to welcome the WNBL into the CCEP family and to continue to support women in sport, while delivering added value for our customers,” said Thompson.
Head of WNBL, Christy Collier-Hill, said CCEP’s support and partnership with the WNBL marks the first-time participating clubs will receive extensive hardware and hydration equipment, including eskies, barrels and drink bottles.
“This is a huge milestone for our League and marks the first time that collectively Clubs will receive product and equipment without incurring costs. Not only does that support their performances on and off the court, but it also assists with league sustainability and growth. CCEP is yet another world-renowned brand showing faith and confidence in the League and basketball in general in Australia, and our partnership will help drive the sport to new heights,” said Collier-Hill.
CCEP’s partnership with WNBL aligns with the company’s commitment to foster equal opportunity in its workforce and global community.
Thompson said, “we recognise the significance of seeing a level playing field, which was highlighted at the recent FIFA Women’s World Cup which Coca-Cola were proud sponsors of. At CCEP we are committed to building a workplace that embraces inclusion, diversity and equity and these principles guide our approach to partnerships and sponsorships".
Vice President of People and Culture, Sarah Burn, said CCEP aims to be an organisation that reflects our customers and wider communities.
“Inclusion, diversity and equity sit at the heart of our people strategy, with gender as one of the five diversity pillars. Within our ‘This is Forward’ sustainability strategy, CCEP has set a number of commitments to create a more equitable workplace and we have made strong progress toward our goals; including a third of our workforce to be women and 45% of management positions held by women by 2030," said Burn.
Read more on our Hungry Jacks NBL Sponsorship here.