In a blow to the cricket West-Indies, team’s main sponsor Digicel has decided to prematurely end the sponsorship agreement. Telco provider Digicel has reached an agreement with the West Indies cricket board to end its role as the main sponsor of the body one year early. Digicel has sponsored CWI for 13 years and the two parties signed a new four-year deal in 2016 that had been due to run until the 2019-20 season.
In a brave statement released by the board, Dominic Warne, director of commercial, marketing and communications for CWI, said: “On behalf of everyone at Cricket West Indies, I would like to thank Digicel for their fantastic support over the past 13 years. It has been a great and successful partnership for both Cricket West Indies and Digicel. We are now primed to take on a number of new initiatives as part of our recently announced strategic plan to make cricket the heartbeat of the Caribbean. We hope to make an announcement on our new long-term principal partner soon.”
Digicel supports West Indies’ men’s, women’s and U19 national teams. Its branding features on the team’s jerseys during matches. The news comes with the West Indies preparing for the start of a home series against Sri Lanka next week. Digicel struck up its partnership with West Indies cricket in a multi-million dollar sponsorship deal, which took effect on the 2004-05 tour of Australia.
Digicel Group chief financial officer, Raymond Leclercq refused to comment on the reasons to end the sponsorship agreement prematurely but praised the benefits which had been derived from the partnership.“Over the years, we have been very successful in forging sponsorship partnerships with the things we know our customers love most,” Leclercq said.“This approach has helped us to grow the Digicel brand to be the number one brand in the region and to make a lasting impression on our customers. “We would like to take this opportunity to thank Cricket West Indies for 13 years of amazing partnership and for the opportunity and privilege of helping to bring the fun, thrill and excitement of the game of cricket to a wider audience and in new and engaging ways.”
The announcement of the termination comes just a week before the start of the Home Series against Sri Lanka, with Tests scheduled for Queen’s Park Oval in Trinidad, Darren Sammy Cricket Ground in St Lucia and Kensington Oval in Barbados, from June 6-27.
The post Blow for Cricket West Indies, main sponsor Digicel departs appeared first on InsideSport.
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