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Sandals signs on as new main sponsor of Cricket West Indies

Cricket West Indies has named Sandals Resorts as its new principal sponsor.

CWI’s deal with Sandals, a Caribbean brand and a leader in the luxury travel industry, will cover all upcoming tours, including the team’s campaign at the 2019 World Cup, until the end of 2020.

Sandals has signed the deal following its support of last week’s Hurricane Relief T20 Challenge at Lord’s in England, which saw the West Indies defeat a World XI selected by the International Cricket Council.

The partnership covers all West Indies teams from U15s through to the senior men’s and women’s outfits. Sandals’ logo will feature on all West Indies playing and training kit as part of the deal.

The company will also activate West Indies cricket in its marketing and social responsibility programmes, and receive stadium branding at all home matches and broadcast sponsorship of matches shown by Sky Sports.

The deal has been signed to coincide with the start of the West Indies’ three-Test home series against Sri Lanka today (Wednesday).

Sandals replaces telco provider Digicel as CWI’s main sponsor. Digicel had sponsored the body for 13 years but last month it was announced that its partnership would come to an end a year early.

CWI chief executive Johnny Grave said: “Windies cricket is the heartbeat of the Caribbean and we’re thrilled to partner with such a prestigious international brand as Sandals which is also synonymous with promoting the best of the Caribbean to the world. Sandals shares our determination to strengthen and grow cricket across the region, as well as harnessing cricket’s power to drive economic investment and tourism.

“This announcement comes at an exciting time for CWI, as we have just embarked on an ambitious new five-year strategic plan. Sandals Resorts’ investment will not only help fuel the game at all levels within the Caribbean but will enable us to achieve our strategic objectives.”

Sandals has previously sponsored the West Indies during tours to the UK in 1995, 2000 and 2004.