During the 2020 tournament the Hero Caribbean Premier League (CPL) and Saint Lucia Zouks partnered with the Saint Lucia Tourism Authority to showcase this country as one of the premier tourist destinations in the world. The partnership generated a record sponsorship value of US$40million.
The Saint Lucia Zouks were sponsored by the Saint Lucia Tourism Authority with branding on the playing shirt and footage of the country shown throughout the tournament. The independent report created by YouGov Sport also showed that Saint Lucia received 320 hours of brand exposure across the tournament – a significant year on year increase.
The 2020 tournament was played behind closed doors in Trinidad as a result of the COVID-19 pandemic, but the Zouks and Hero CPL used the TV broadcast and social media channels to highlight Saint Lucia as a ‘must visit’ destination . With record viewership of 523million, a 67% increase on 2019, there was a huge audience watching CPL, who enjoyed hearing all about what Saint Lucia has to offer.
Pete Russell, Hero CPL’s COO, said: “We always love visiting Saint Lucia, and whilst we haven’t been able to play matches there this year we have worked very hard with the Zouks to show the world what this beautiful country has to offer. For the Zouks to have reached the finals for the first time in their history was a great moment for Saint Lucians and we were delighted to be able to show the world that the Saint Lucia is open for business, even in these difficult times.”
Caribbean and Events Marketing Manager at the Saint Lucia Tourism Authority, Christopher Gustave said: “We are very pleased to partner with CPL in throwing that much needed support behind our home team while showcasing all the major highlights of the destination. The Zouks has shown us that perseverance and endurance are a good mix for achieving desired goals. We applaud their efforts at the 2020 showing and look forward to what is in store in the future for CPL and the team.”