During the 2020 tournament the Hero Caribbean Premier League (CPL) and Jamaica Tallawahs partnered with the Jamaica Tourist Board (JTB) to showcase Jamaica as a fascinating and vibrant destination for all visitors, generating a sponsorship value of US$45.7million.
The 2020 tournament was played behind closed doors in Trinidad as a result of the COVID-19 pandemic, but the Tallawahs and Hero CPL worked hard to highlight Jamaica as a leading tourist destination. With record viewership of 523million, a 67% increase on 2019, there was a huge audience watching CPL and hearing about what Jamaica has to offer.
The JTB’s sponsorship of the Jamaica Tallawahs saw tourism footage featuring many of the “must see” locations in Jamaica shown throughout the tournament, with there being a special focus during the Tallawah’s “home” matches. In total Jamaica received a record 395 hours of brand exposure across the tournament.
Pete Russell, Hero CPL’s COO, said: “We are delighted to see these numbers and it always pleases us when we are able to show Jamaica and the rest of the Caribbean in the best possible light. The Hero CPL taking place in 2020 showed the world that the Caribbean was open for business and even in the most trying of circumstances it can deliver an amazing experience for visitors. Jamaica is a fantastic place to visit and we can’t wait to be back there as soon as possible.”
“Our partnership with Hero Caribbean Premier League gave us the opportunity to present the Jamaican brand to a large global cricket audience,” said Donovan White, Jamaica’s Director of Tourism. “An audience that included cricket aficianados and others from India, South Africa, England and Australia. Our association with Jamaica Tallawahs was well positioned and we are happy with the success of the television production.”