The Hero Caribbean Premier League (CPL) has delivered outstanding exposure to Saint Lucia during the 2021 season with a total sponsorship value of US$56.2million. This figure was generated from a report from independent and world-leading research company, YouGov Sport.
The tournament took place in St Kitts & Nevis between 26 August and 15 September and with over half a billion views across the event there was fantastic exposure for the partner tourist boards across the Caribbean.
The total viewership figure for 2021 was 517.4million, with the tournament passing half a billion viewers for the second successive year. This massive TV and digital viewership was the driver behind these fantastic sponsorship valuations.
While the tournament did not take place in Saint Lucia great efforts were made to ensure that the country was showcased to a massive global audience, with team and stadium branding as well as tourism vignettes and features within the broadcast.
Pete Russell, Hero CPL’s CEO, said: “It is a great shame that we haven’t been able to visit Saint Lucia in the last two years, but we are very pleased that we were still able to deliver significant sponsorship value to the country. We are pleased to have worked in conjunction with Saint Lucia Tourism Authority and we are delighted to announce that based on that ongoing partnership we will be staging Hero CPL games in Saint Lucia 2022.”