Sprite, The Coca-Cola Company's leading lemon-lime beverage in India, has announced a three-year partnership to become the official beverage partner for the Lucknow Super Giants, a prominent team in the Indian Premier League (IPL). This strategic move aims to strengthen the brand's presence in Uttar Pradesh, a key market for Coca-Cola, by leveraging the immense popularity of cricket in the region. The collaboration is designed to deepen Sprite's connection with Gen Z consumers and cricket fans across the country. By associating with one of India's most celebrated sports franchises, the brand intends to enhance its cultural relevance and reinforce its signature 'Thand Rakh' (Stay Cool) messaging during high-pressure moments in the game. No immediate market reaction or stock price analysis related to this announcement was available.