Global beverage brand Coca-Cola, through its franchise in Cambodia, has stepped in to co-sponsor the country’s Davis Cup team heading to Dubai next week for the 2013 Asia-Oceania Group III cycle.

The one-time Coca-Cola Cambodia partnership with the national squad was announced in Phnom Penh yesterday, boosting the Tennis Federation of Cambodia with an additional layer of support and encouragement in the lead up to the Dubai mission, beginning on September 11.

Entertainment and gaming industry giants NagaWorld are the main sponsors of the Davis Cup team for the second year in succession. The TFC and NagaWorld struck a highly successful partnership last year when Cambodia made a spectacular Davis Cup debut in Group IV, earning a promotional ticket to this year’s Group III.

“We are impressed by TFC’s impeccable track record both on and off the court and its vigorous promotion of the sport country wide,” Coca-Cola Cambodia’s public affairs and communication manager Lim Lina told the Post at the National Training Centre, where the Davis Cup team members were going through preparations.

“Tennis is a global sport and Coca- Cola is a global brand and they go well together. We are proudly privileged to be part of this extraordinary moment for Cambodian tennis.”

Although Coca-Cola’s backing for the Dubai-bound team is a one-off, the Cambodian franchise is likely to get involved in the future with some of TFC’s new initiatives.

“There is a possibility that we will support the three ITF Men’s Futures events the TFC will be hosting in November-December,” Lim said, while expressing her willingness to consider getting involved with the Federation’s much anticipated launch of its street tennis program.

TFC secretary-general Tep Rithivit told the Post: “We welcome Coca-Cola to our Davis Cup fold, though they have been with us for quite some time at various other levels. The TFC is honoured to get this endorsement from a reputed global brand like Coca-Cola.

“More than co-sponsors, we prefer Coca-Cola to be one of our partners and I hope this partnership keeps building beyond this Davis Cup mission,” he added.