Across The Board: Rallying' Round The West Indies (29 November 1998)

29 November 1998

Across The Board: Rallying' Round The West Indies

WICB Release

The West Indies' historic Test series against South Africa is now a reality and we, the people of this region are following it closely ball-by-ball. All West Indians will want to give their full support to our team in this critical tour and should take advantage of all of the means available to do so.

Some of us are fortunate to be there in person, but we will mostly do so via TV, radio, newspapers and the Internet. Support from sponsors has been vital to the team and to bringing their performances to the people of the Caribbean.

Apart from the negotiating with United Cricket Board of South Africa and West Indies Players Association and arranging all the logistics of the tour, the WICB has mobilised the support of a number of sponsors to rally 'round the West Indies.

The WICB has been able to secure the sponsorship of Seagram's of South Africa for the West Indies team. Usually on a tour sponsorship is required from outside of your home market which can be difficult to procure. The marketing team raised US$175000 from Seagram's with the help of agents in South Africa.

The people of the Caribbean are also able to see every Test and one-day match through sponsorship. During the broadcasts, viewers will see regional joint marketing campaigns between the WICB and Pepsi and Cable and Wireless on television. The Pepsi ads have already started showing clips of some our players talking about the game.

Listeners to radio stations in the CANA network will also hear live commentary sponsored by Scotia Bank, the official bank of West Indies Cricket and soft drink manufacturer, SM Jaleel .

These campaigns are designed to promote the sponsors' brand as well as West Indies Cricket. This is a win-win arrangement for all parties. Through this high profile exposure the sponsors expect to sell more product or enhance their corporate image, the players benefit financially, and the WICB builds support for the team and the game of cricket.

Local sponsors who buy time on individual TV stations are also playing their part by augmenting the regional advertising.

The "Cricket's My Game" concept is also being promoted by the WICB's TV advertising campaign which seeks to build loyalty for the West Indies team and enthusiasm for the game.

Moreover, current technology allows fans to be more directly involved in the tour and support of their team. The radio broadcast from South Africa, for example invites E-mail from listeners as does the CANA web-site.

In addition, the WICB is sponsoring a special page on CANA's website, which will feature photos by noted Barbadian photographer Gordon Brooks who is covering the South Africa tour and other information from the WICB.

The photos and other information on the tour will be updated daily and will assist the general public in keeping abreast of the team's progress. Even in this fast paced age of television, nothing captures great moments in sport like a well-taken photograph, so do check out the CANA website at www.cananews@.com and the WICB-sponsored page.

The Caribbean Broadcasting Union (CBU) and the Caribbean News Agency (CANA) must also be commended for jointly negotiating the purchase of rights to the games and organising for the transmission of so many hours of broadcast.

They have also assisted in ensuring that West Indians were part of the commentary team. Tony Cozier is commentating on TV and Reds Perreira and Colin Croft are on the radio broadcasts.

Unlike football which is played for 90 minutes or boxing which can be over in a minute, transmission of one Test match can use up to about 40 hours of satellite time!

This disadvantage is also an advantage for sponsors who have extended opportunities for exposure during breaks as well as through perimeter boards.

So, continue to use the many means of "rallyin' round the West Indies" and also support the sponsors who make it possible.

'Across the Board' is the column of the West Indies Cricket Board. Questions can be sent to:

The West Indies Cricket Board,
St. John's Wood, Antigua.

E-mail: WICB@candw.ag
Fax: (268) 460-5452.

Source :: The Barbados Nation (https://www.nationnews.com/)