Ahead of the start of the 2017 campaign, the Hero Caribbean Premier League (CPL) has formed a ‘perfect blend’ with the announcement of a new partnership with NESTLÉ in Port of Spain on Wednesday.
CEO Mr. Michel Beneventi and Head of Consumer Marketing, Mrs. Elisa Doldron – NESTLÉ Trinidad and Tobago Limited (Anglo-Dutch Caribbean) and West Indies World T20 champions Samuel Badree and Carlos Brathwaite, joined representatives from the Hero CPL at the official launch.
“This is a very exciting time for us”, said Mr. Beneventi. “Nestlé, through its brands, is committed to encouraging sport as a key element to the development of our youth in the communities in which we work. Sport develops both the mind and body and, as I’ve learned in the Caribbean, cricket in particular, brings people together for both entertainment as well as camaraderie. And we are very happy to be a part of this.”
Through their globally popular NESCAFÉ® brand, the new two-year partnership will see fans and players alike benefit from engaging coffee-inspired experiences with barista stations at matches and through fun promotions based around the Biggest Party in Sport; inclusive of various supermarket and in-store promotions.
NESCAFÉ® and Hero CPL will host a series of breakfast events around the fifth instalment of the Hero CPL, scheduled to take place between August 3 and September 9, 2017.
The Company will keep players well stocked with their famous MILO® brand, as well as providing NESCAFÉ® in their dressing rooms and hotels. In addition, match timings will now be known as ‘NESCAFÉ® Start Times’, a hat-tip to the brand message of “It all starts with NESCAFÉ®.”
Welcoming the announcement, Mr. Jamie Stewart, Commercial Director of the Hero CPL said, “The Hero CPL is a long and demanding tournament and coffee is one of the core ingredients that helps the players and event production teams make it through what is often a gruelling schedule. On behalf of all at CPL I’d like to thank NESTLÉ for their support, in particular via the NESCAFÉ® and MILO® brands, and we look forward to a happy and successful partnership.”
Head of Consumer Marketing – NESTLÉ Trinidad and Tobago Limited (Anglo-Dutch Caribbean), Mrs. Elisa Doldron, echoed the sentiments of the Commercial Director of the Hero CPL Mr. Jamie Stewart adding, “This partnership represents a perfect alignment between a Premier League and a premium range of coffees under the NESCAFE® brand.” (www.cplt20.com)
