The West Indies Cricket Board (WICB) has inked a new agreement with Digicel that should result in benefits for both entities.
As the biggest supporter of cricket across the region for the last 12 years, this time around Digicel will be helping to grow the already massive appeal of the game by sponsoring the women’s and U19s teams – in addition to the men’s senior team.
Another major part of Digicel’s new commitment to West Indies Cricket will be the coaching clinics that will be developed across the Caribbean to find and nurture the cricket stars of the future – as well as a strong mix of branding and advertising at home games, activations, promotional opportunities and more access to the teams. And, for the first time ever, the Digicel logo will also have a presence on all West Indies team’s jerseys at ICC events.
Digicel’s commitment will help the strategic growth of the WICB’s business and provide greater engagement for fans and benefits to Digicel customers. This includes the support of the long form of the game, and the future of Test Cricket, and this will play out with the broadcasting of the Professional Cricket League (PCL) Regional 4-Day Competition set to start later this year.
John Delves, chief commercial officer at Digicel Group, said: “Our aim with all of our community and sponsorship initiatives is to support our customers and the things that they love and identify with most – and one of those things is cricket. The game of cricket has a long and fascinating history in the Caribbean uniting the people of the islands and the islands themselves through a shared passion and a competitive thrill.”
Delves added: “The stunning recent successes of the men, women’s and U19s teams have once again broadened the appeal of the game and excited new audiences. We are delighted to be involved now with all of the WICB teams and particularly pleased to be partnering on the coaching clinics which will help to nurture future champions from the Caribbean.”
Michael Muirhead, chief executive officer of the WICB, noted: “As part of the WICB’s plan to expand its commercial business, a key component of this strategy was the renewal of the relationship with our long term and valued team sponsor. The new partnership meets a number of our strategic commercial goals, and we are delighted to be continuing our long association with Digicel. Over the past 12 years, Digicel has demonstrated its love of the game of cricket and has helped to bring new excitement to our passionate fans. This new era sees an expanded level of support for all of our teams and a focus on growing the next wave of Caribbean cricket champions in all formats.”
Muirhead added that the board’s commercial agency, Pitch International, had been key to the renewal of the new look partnership.