review - West Indies Cricket Board

Transcription

Transforming
West Indies
Cricket
the legacy begins here...
be part of it!
West Indies cricket is
going through a period
of transformation
Ernest Hilaire
terry blake
otis gibson
• West Indies Cricket is emerging from a challenging period which
included issues with the 2007 ICC Cricket World Cup, the demise of the
Stanford investment in the game, an underperforming senior men’s team,
commercial disputes and even player strikes.
• West Indies Cricket Board is undertaking a complete strategic, operational
and staffing review covering all areas of activity and seeking to re-establish
West Indies Cricket as a dominant force in the world game.
• West Indies Cricket Board now has a dynamic new CEO, Ernest Hilaire who
is determined to unite the game in the Caribbean and to improve playing
and participation standards across the region. WICB has also appointed a
Senior Sports Marketing expert, Terry Blake, former Commercial Director of
the England & Wales Cricket Board to lead their Marketing revival.
• The appointment of Otis Gibson as Team Coach is a widely acclaimed and positive step and the recent emergence of two young star players,
Kemar Roach and Kieron Pollard – the two most valuable players in the latest
IPL auction - bears witness to a brighter future as does the achievement of
Adrian Barath with a Test Match century on debut v Australia.
• The opening of the new Academy in Barbados in April points to an
exciting new future whilst further satellite academies and innovative
grass roots programs are in the pipeline for the development of cricket.
• Meanwhile the West Indies Under 19 team and Women’s team have been
successful and from a regional standpoint, Trinidad and Tobago excelled
in the Champions Trophy in India.
TRANSFORMING WEST INDIES CRICKET The WICB Marketing
Department has an
exciting vision of success
And clear objectives
focussing on delivering
that vision to all
stakeholders
To stage top class international cricket
and revitalise regional cricket with a new
portfolio of events, providing entertainment
for Windies sports fans and valuable rights
packages for commercial partners within
the Caribbean region and around the world.
• To build equity in West Indies Cricket and its products/events;
• To deliver memorable, well scheduled and professionally marketed
international and regional events at stunning venues;
• To ensure the participation of big name players (from home and overseas)
and to fill stadiums for all international matches whilst attracting fans
back to regional cricket, in particular via new T20 events;
• To ensure Regional cricket becomes attractive for free to air and pay TV
broadcasters in the Caribbean and beyond;
• To increase consumption of cricket media in the Caribbean;
• To create and deliver innovative and valuable commercial rights
packages to a range of sponsors and suppliers;
• To promote the development of grass roots cricket and to ensure the
pathway up to the Academy, Regional and International cricket is well
sign posted and supported;
• To grow revenue and generate resources to finance the development of
the game.
TRANSFORMING WEST INDIES CRICKET
TRANSFORMING WEST INDIES CRICKET with exciting
brand values
Hot Explosive
KoolFlamboyant
Fast Passionate
Flamboyant Skilful
Musical Powerful
PassionateFast Kool
Breezy Explosive
Skilful Musical
MusicalHot Sunny
Powerful Breezy
Sunny
Kool
Musical
• Hot
• Flamboyant
• Passionate
• Skilful
• Powerful
• Fast
• Explosive
• Musical
• Sunny
• Breezy
• Kool
TRANSFORMING WEST INDIES CRICKET Based on professional
market research
And commercial
evaluation
• 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 2009 Digicel Series featured four Tests, one Twenty20 International
and five One Day Internationals (ODI) between the West Indies and
England.
• The shorter forms of the game such as Twenty20 and One Day Cricket
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. Whilst 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 TV, 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.
• The Series generated 4,788 hours of global television coverage and a
cumulative audience of 34.6 million viewers.
• Brand exposure for the eight monitored sponsors delivered 1,621 hours of
exposure at an average of 20 minutes per hour.
• The 4,788 hours of broadcast coverage produced a gross media value
for sponsors of US$64.2 million.
• Caribbean broadcasters delivered the majority of exposure with 1,014
hours contributing 63% of the overall exposure.
• 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.
SOURCE: IFM/SMS December 2009
SOURCE COMPERIO June 2009
TRANSFORMING WEST INDIES CRICKET The current
international
landscape is vibrant
• World Cricket is currently led by India - and the ICC and all its members
now recognise exciting new opportunities in the schedule like the IPL
and the Champions League where Trinidad & Tobago made such an
impact in late 2009;
• The ICC organised World T20 (Men & Women) lands in Barbados, St Lucia, Guyana and St Kitts in May 2010;
• The Windies women recently beat world champions England in both the shorter forms of the game;
• The Windies team came third in the ICC Under 19 World Cup in New Zealand;
• The West Indies senior team has unearthed some very promising
new players like Kemar Roach and Kieron Pollard and WICB has just
appointed Otis Gibson as Team Coach with a wider coaching remit
across the whole of the game in the Caribbean. After a tough tour in
Australia, the team welcome Zimbabwe (Feb/Mar 2010) and South Africa
(May/June 2010), India & Pakistan (April/July2011) and Australia & New Zealand (April/June 2012)
• Meanwhile the West Indies A Team will play an increased schedule
particularly overseas to gain international experience as will the
Women’s and Under 19 teams.
TRANSFORMING WEST INDIES CRICKET And cricket is becoming
more marketing driven…
And new Regional cricket
opportunities are now in
the pipeline
• The alliance between rights holders like ICC/WICB and commercial
partners has led to a far more dynamic product for viewers and fans alike.
For instance the replay screen not only delivers valuable replays but it
now holds fans mesmerised whilst sponsored 3rd umpire decisions are
pending on the sponsor branded giant screen.
WICB is determined to re-vitalise its Regional Cricket by the following measures:
• Use of hot spots, hawkeye and snickometer bring fans – and potentially
sponsors - ever closer to the critical action moments.
• Sportainment drives spectator interaction within grounds that feeds other
opportunities for the broadcaster cameras and replay screen images.
• Sponsors now have a far larger scope to activate their sponsorship within
grounds, on screen and on the pitch whether through digital perimeter
signage, fan placards, branded drinks carts, screen crawls, spot
advertising or stadium rights to concessions in their product category.
10 TRANSFORMING WEST INDIES CRICKET
• New as well as traditional events.
• Quality scheduling; best regional players available; overseas teams participation
• Improved event management and marketing
• Dynamic television production and distribution partners (WICB is already
in advanced stages of discussion with all the region’s broadcasters)
• Innovative sponsorship partnerships
• Revamped WICB website and merchandise programs
TRANSFORMING WEST INDIES CRICKET 11
July 2010:
Regional T20
• This will be an exciting new 8 team event featuring Trinidad,
Jamaica, Barbados, Guyana, Leewards, Windwards, the
Combined Campuses and Colleges (CCC)
and an invitational team from the Americas
(Canada or USA);
• Leading regional team(s) to qualify for global
Champions Trophy in India;
• 2 Groups of four will play in a round robin
format followed by Semis, Third Place Play
Off and a Final;
• 16 televised matches in a 2 week period with
matches scheduled to suit prime time television;
• Venue(s) and prize monies to be confirmed
after discussions in the market place with
potential sponsors and broadcasters;
October/November 2010:
Regional
50-over event
• In order to mirror the still dominant One
Day International format, the Regional
50 over event enables the 6 Regional
Teams (and possibly other invitees) to
match themselves against the best in
the region and prepare for possible lift off into the international arena.
• Final date, prize monies, format,
venues and broadcast arrangements
to be confirmed after discussions in
the marketplace.
NB The second (2011) edition of this event will be
played in January of next year.
January 2011:
calypso cup
• A brand new event capitalising on the appeal of T20 and
highlighting the appeal of the Caribbean as a destination for overseas teams and their fans.
• In an exciting new joint initiative with
the England & Wales Cricket Board,
WICB will host a single or double venue
event in a two week slot in high season.
• 8 teams to play in the T20 format.
February – March 2011:
Regional
4-day event
• Still regarded as the traditional
bedrock of West Indies cricket in
which players prepare for Test Cricket
and test themselves against the best.
• In 2010 season, matches were played
under lights with a pink ball.
• Fully televised event.
• The 6 Regional Teams and CCC. All play all to determine Champions
followed by a special play-off for
additional prize money in front of live TV cameras.
• Venues and broadcasters to be
confirmed after discussions in the marketplace.
• Final format, dates, venues, prize
monies & TV coverage to be confirmed
after discussions in the marketplace.
• 4 West Indian Regional teams,
3 English Counties and 1 other
overseas team (tbc).
beach cricket
• Another innovation by WICB. It is envisaged that this event
will be piloted in one island during the last quarter of 2010
and then rolled out across the Caribbean in 2011;
• Although essentially a grass roots initiative, it will involve
star quality former and current players, playing in minibeach stadiums in front of attractive sun-baked Caribbean
crowds – a perfect sponsorship vehicle to attract the younger
generation whilst encouraging more people to play on the
beach themselves;
• WICB is already in discussions with the broadcast market
about creating television content that will encapsulate
everything that is good about the Caribbean… cricket,
refreshments, music and a glorious beach setting;
• This innovation offers plenty of scope for sponsorship
collaboration!
WICB Grass Roots Events
and Special Projects
• West Indies women’s star players include 19 year old Jamaican, Stafanie Taylor who graduated from the Under 19 team into the Senior
team and who is now ranked number 5 in ICC’s All Rounder world
rankings and who is Ambassador for the ICC Think Wise Campaign
– Aids Awareness
• Academy Support. The High Performance Centre, sponsored by Sagicor,
is based in Barbados 12 months of the year starting April 2010. Official
suppliers are required and so opportunities exist for sponsors to be
associated with WICB’s flagship development activity centre. The
following items are required in cash or kind:
• Women’s Senior Team – 50 Over Event (scheduled annually in August)
2009 venue was Guyana. 2010 venue is provisionally St Vincent.
Playing and practice clothing; Players’ and Coaches’ kit and equipment
(bats; balls; gloves; kit bags; practice stumps; throwing nets); nets; pitch
preparation equipment; computers; televisions; cameras; Hawkeye;
bowling machines; soft drinks and ice machines; gym equipment;
massage tables.
• Women’s Under 19 – 50 Over Event (2010 event not yet scheduled)
• Other cricket development activities that sponsors wish to support
8 teams ( Current Champions Trinidad & Tobago, Jamaica, Guyana, Barbados, St. Lucia, Dominica, Grenada, St. Vincent & the Grenadines) 8 teams (Current Champions Jamaica, Guyana, Trinidad & Tobago,
Barbados, St. Lucia, Dominica, Grenada, St. Vincent & the Grenadines)
2009 venue was St. Lucia and was the 1st U19 tournament under the
control of WICB.
(eg Chance to Shine, a secondary school initiative, Parish Leagues, Tape
Ball Cricket)
• Boys Under 15’s - 50 over Event (scheduled over 2 week Easter holiday
period late March/early April, 2010 event to be played in Trinidad).
Event involves 6 Regional teams in an all play all mini-League and
regularly produces stars of the future who graduate into the Under 19s
and the Senior team. Current Windies players who played Under 15
cricket are Lendl Simmons, Ravi Rampaul, Kieron Pollard and Denesh Ramdin. Jamaica are current U 15 Champions.
WICB Sponsorship
program
• Current WICB sponsors are Digicel (International Events/Teams),
Scotiabank (Official Bank/Kiddies Cricket), TCL Group (Under 19s) and Sagicor (Academy).
• Based on the recent IFM/SMS market research, WICB is seeking sponsors
with an interest in linking their brand to West Indies Cricket via a
package which shall include three elements to ensure longer and more
comprehensive campaigns, public recognition and a global reach over a
3 year term.
• The package shall include as a minimum:
1Senior Regional Event sponsorship by way of title (premium) or shared sponsorship.
2Grass Roots Event or Project sponsorship.
3Official Partner Rights at International Matches.
Regional Event
Sponsorship Rights
Grass Root
Sponsorship Rights
Regional Event sponsorship rights include the following elements:
• Grass Root Event sponsorship rights to be similar to Regional Event sponsorship rights dependant on level of media and spectator attendance.
• Designations: eg Official Sponsor/Supplier of Event.
• In Stadium Branding: eg Perimeter Boards, Stumps, Pitch Mats,
Sightscreens, Boundary Rope, Team Kit, 4s and 6s Cards, Replay Screen
Ads, Backdrops for Post Match Presentations, Man of Match Awards etc.
• Broadcast sponsorship opportunities.
• In Stadia sampling and concession opportunities.
• Tickets and hospitality.
• Player appearances.
• Promotional Rights: eg ticket and in store promos.
• Academy Suppliers – branding can be applied throughout the High
Performance Centre and on Board stationery, publications and on
relevant sections of the WICB website.
• Other Cricket Development sponsorship opportunities such as Chance to
Shine, Parish Cricket or Tape Ball Cricket can be developed in association
with sponsors or suppliers (eg clothing rights, event signage, website etc).
• It is envisaged that all these grass roots events and projects will attract
television coverage by way of packaged content for broadcasters across
the region and in some cases, internationally.
• Media Launch.
• Advertising Rights: eg on WICB Website and in Souvenir Program.
NB This is not meant to be an exhaustive list and each sponsor would negotiate an
appropriate package according to level of sponsorship fee, product category etc.
Official partner rights
at International Matches*
Sponsorship product
categories
In addition to the Regional Sponsorship and Grass Roots Sponsorship
rights, WICB Commercial Partners would benefit from the following rights
during International Home Series,
IFM/SMS research noted that the following categories were well regarded
as potential commercial partners for West Indies Cricket:
• Official Supplier Status
• Perimeter Boards
• Category specific branding rights (eg Drinks Cart for Official Soft/Sports/
Water Suppliers)
• Tickets & Hospitality
• Player Appearances
• Sampling/concession opportunities (eg pouring rights)
• Promotional Rights
• Advertising Rights
• Water, soft drink and sports drinks brands
• Sports clothing and sports equipment brands
• Telecommunication providers
• Airlines
• Tourism Providers
• Financial Services
• Insurance
• Energy Providers
• Car Manufacturers
• Food and Alcohol Brands
*These rights could also be extended across other Regional Competitions in which the
sponsor was not so heavily involved thus creating a family of sponsors all supporting
West Indies Cricket with a clear purpose and enjoying brand consistency.
be part of it –
next steps...
WICB would like to engage in discussions with interested sponsors
and suppliers at meetings in the second half of March and would invite
expressions of interest to be sent to:
Terry Blake [email protected]
With copies to:
[email protected] and
[email protected]
WEST INDIES CRICKET BOARD

review - West Indies Cricket Board

Transcription

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