"Many sporting bodies (not all) still see brands and companies as cash sources and thus most of the partnerships are short-term tactical ones," says Arnab Roy, vice president and head of marketing, Coca-Cola India and Southwest Asia
In February 2022, Thums Up entered the billion-dollar club, a goal The Coca-Cola Company has been aggressively working towards since 2019. Thums Up has remained one of the strongest products in Coca-Cola's portfolio in India and globally.