Amid the coronavirus pandemic that has apparently pushed back the global economy, a beverage company in Sri Lanka has blasted through the scourge and targeted cricket to refresh its fledgling status into the future.
To one of the youngest corporate companies in Sri Lanka, there has been no such syndrome as job cuts, austere measures or slashing of employee salaries under cover of coronavirus as its enterprising directors signed a three-year investment deal this week with Sri Lanka Cricket.
Under the deal, My Cola and as many as six other allied brands doing the rounds in the market will be the official beverages of the Sri Lankan team and every other entity that backs it including the fans, followers and corporate invitees.
“It is very encouraging to note that during an economic downturn coming forward to support cricket makes us extremely grateful to your organisation for this wonderful and magnanimous thinking to work with us,” said veteran Sri Lanka cricket secretary Mohan de Silva as he exchanged files with My Cola’s Managing Director Mahinda Perera.
The amount incurred in the investment was not disclosed but is said to run into tens of millions of rupees enough to get the ball rolling and comes at a time Sri Lanka Cricket was beginning to complain it had lost most its revenue sources due to tour postponements.
“It is a very crucial time for Sri Lanka cricket as we prepare ourselves to confront some of the most complex challenges we have ever faced in the coming months,” said De Silva.
My Cola until now was just another beverage jostling for a place against the bigger and bouncier rival brands, but their entry into the cricketing arena sees them batting alongside the market heavyweights.
“It is a just reward for our tireless efforts to develop a range of beverages to be on par with international brands that gives consumers a memorable experience like cricket,” said Sharm Fernando the Chief Executive Officer of My Cola which is one of the youngest companies in the island.
While the Sri Lankan team has bagged its first hit in the post pandemic era, at least two high profile Indian companies are said to be eyeing more image slots that are up for grabs in the ensuing months.
A five-team Lanka Premier League (LPL) which will be franchise property and worked off with international players is tipped to herald Sri Lanka’s re-entry into cricket next month followed by the six-nation Asia Cup in the island.