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West Indies cricket reaches out to new fans and sponsors

Feb 13, 2010 Sports

The West Indies Cricket Board (WICB) has reviewed research findings undertaken by IFM/SMS in the Caribbean region in December 2009.
The research was undertaken to provide data on West Indian consumers to understand how they engage with cricket and the different formats of the game – and to understand their empathy towards the brands associated with West Indian cricket.
The key findings indicate:
Cricket is one of the top three sports in the Caribbean alongside football and athletics and is regarded as a top form of entertainment.
The shorter forms of the game such as Twenty20 and One-Dayers are particularly enjoyed by the 18-34 year old age group with a hunger for the different forms of match-day entertainment on offer such as the giant replay screens and live music; while the core age group of 45-plus also enjoy the more traditional Test Match arena where the drama unfolds over 4-5 days.
Cricket fans tend to be avid consumers of the sport (particularly on television, radio, newspapers and increasingly internet) where the sport is more keenly followed than any other sport bar athletics in which the Usain Bolt factor plays a part.
Cricket’s most popular current star players are Chris Gayle, Shivnarine Chanderpaul and Dwayne Bravo.
Awareness of West Indian Cricket sponsors is high with Digicel topping the charts of current sponsorship followed by Scotiabank, Johnnie Walker and TCL Group.
Cricket consumers have an affinity with sponsors who invest in the grass roots of the sport and nearly half the respondents would be more likely to consider a product or service emanating from a sponsor of the sport.
Meanwhile 75% of the respondents thought “water, sports drink and soft drink brands” were appropriate whilst “sports clothing/equipment, telecommunications providers, airlines, mobile phone manufacturers, tourism services, financial and insurance providers, alcohol brands, automobile manufacturers and energy suppliers” also rated highly.
WICB’s CEO Ernest Hilaire said: “This research has provided us with some very useful information about our sport, our fans and those that we need to reach out to. It has confirmed that cricket’s commercial partners are well recognised and well regarded through their sponsorship and has also provided some pointers about the types of companies that should be interested in harnessing their products to West Indian cricket.”

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