by David Harris
The Caribbean Premier League will not only be a series of exciting cricket with a number of fun-filled entertainment activities off the field, but an opportunity for Caribbean businessmen to forge links with international markets.
This is the view of Peter Russell, the CPL’s commercial director for Barbados, St Lucia and Antigua who spoke to Barbados TODAY at Hilton Barbados during a stop-over in the island.
“Our aim is to create a strong sporting event that will give our businesses partners regional and international attention,”, Russell told Barbados TODAY.
“Our branding concepts will be similar to those used in the Indian Premier League which had companies lining up to be part of the venture. The brand value that CPL represents will resonate strongly across the region and my aim and objective is to get every businesses house in Barbados, St. Lucia and Antigua to be involved
with the CPL,” Russell explained. Sponsorship is divided into league and local partnerships which gives local and regional
businesses the opportunity to choose the package most suited to promote their companies. The commercial director said the brand value of the CPL was tremendous and sponsors
were being offered several rights. Among the rights being offered to sponsors, he noted, were branding rights and association rights. Branding rights will allow a sponsor to place their logos on certain areas of a player’s shirt, cap or helmet. Association rights will give sponsors the opportunity to use players in their radio and television advertising and public relations campaigns.
Russell anticipates that the economic benefits generated by the CPL will not only impact on the six franchise countries but the entire region.
“Sportainment” is the word coined by Russell to describe the cricket and entertainment package that the CPL will bring to the region during the month it is played.
He revealed that a week of activities has been planned during the off-days of the Barbados leg of the competition, July 29 to August 4, inclusive of a celebrity golf tournament and parties.
“The Caribbean is home of spontaneous entertainment and we will capitaliSe on this by making the CPL the place to be for locals and visitors. Each day when there is no cricket we will have an event to provide some form of entertainment for the fans,” Russell said.
He noted that the response from businesses in St Lucia, Barbados and Antigua had been strong which was an indication that the people were eager to support the well structured T20 Caribbean League. He added a number of corporations had expressed interest in being part of the venture.