Steven Leslie is excited about his new post as director of marketing and communications of the Barbados Cricket Association (BCA).
Some eyebrows were raised last month when it was announced that Leslie, who served as the first director of cricket with the BCA from November 1, 2015, to October 31, 2020, was appointed to the new position of director of marketing and communications with the governing body of domestic cricket.
Leslie’s appointment comes at a time when the BCA is about to embark on a massive multi-million dollar marketing campaign called “This Is We” that is intended to make Barbadians aware of the importance of cricket to the island.
Two of the major objectives of the “This Is We” campaign are to strengthen the market efforts of the BCA’s member clubs, and to enhance the communications between the BCA and its membership, by increasing awareness of the organisation’s activities.
According to president of the BCA, Conde Riley, cricket in Barbados has not been rebranded for over 80 years, even though the game has undergone several changes.
“We have nothing to rebrand our image. The awareness of what cricket has done for Barbados was dying. Our marketing committee suggested that we rebrand the whole thing to remind Barbadians of the importance of cricket to the nation. We are using the slogan “This is We” which focuses on what the game has done for our cricketers and the nation,” Riley told Barbados TODAY.
Leslie, who took up his new post on November 1, said he was pleased to be taking up his new post at this stage in Barbados’ cricket.
“The department is part of an expansion to the BCA’s marketing department and I have been tasked to oversee it, along with Javier Reid (marketing officer) and Shari Ross. One of our early deliverables will be to manage the “This Is We” campaign which among other things seeks to promote the Barbados cricket brand.
“Throughout our household, communities and ultimately to a global sporting audience, I am very excited about this new assignment and will provide my experience, knowledge and professional expertise in ensuring the organisation reach its full potential in this area,” he declared.
He explained that the “This Is We” campaign is a new dynamic to local cricket that is extremely important to all Barbadians and the people of the Caribbean by extension.
“We at the BCA have embarked upon getting the true marketing potential of existing and emerging Barbadian cricketing talent which is an area that some may argue hasn’t been properly developed .
“Once our Barbados cricket brand is effectively and expertly packaged, our returns will be astonishing,” Leslie said.
Leslie is not a newcomer in the area of sports marketing. His involvement in the field dates back to 2005 when he was employed in the Department of Sports at the Cave Hill Campus of the University of the West Indies.