Swiss food and drink producer Nestlé has signed a two-year deal with the Caribbean Premier League (CPL) Twenty20 cricket tournament.
The agreement will cover the 2017 and 2018 editions of the tournament.
The company’s instant coffee brand, Nescafe, will benefit from the partnership through match-day barista promotions and various supermarket and in-store advertisements.
Nescafe and the league will host a series of breakfast events around the fifth instalment of the competition, which is scheduled to take place between August 3 and September 9 this year.
Match timings for the league will be known as ‘Nescafe Start Times’, a spin-off of the brand message, ‘it all starts with Nescafe.
Nestle chief executive Michel Beneventi, said: “Nestlé, through its brands, is committed to encouraging sport as a key element to the development of our youth in the communities in which we work. Sport develops both the mind and body and, as I’ve learned in the Caribbean, cricket in particular, brings people together for both entertainment as well as camaraderie. And we are very happy to be a part of this.”