RUM AND CRICKET: El Dorado extends partnership with Hero CPL


The Hero Caribbean Premier League (Hero CPL) is delighted to announce a new five-year agreement with El Dorado, consistently voted the world’s best rum, which will take the partnership through to the end of the 2022 campaign.

And the news of the contract extension has been welcomed far and wide with Chris Gayle of the St. Kitts & Nevis Patriots proudly declaring: “The Universe Boss welcomes back the Universe’s best rum, El Dorado.”

Based in Guyana, El Dorado has been one of the Caribbean’s most visible success stories globally and has partnered with Hero CPL since its inception in 2013. Enjoyed by players and fans alike, the El Dorado brand is synonymous with the biggest party in sport and news of this new deal will no doubt be greeted positively by the CPL family throughout the Caribbean.

El Dorado has been voted the World’s Best Rum at the International Wine and Spirit Awards for four consecutive years – and won it on seven occasions in total.

In 2016, in addition to supporting the Man-of-the-Match awards, the best player celebrations were dubbed “El Dorado Celebrations” in line with the brand’s status as “Official Spirit of the Hero CPL”.

This culminated in the Commentary team choosing the “El Dorado Celebration of the Tournament”, which was won in the 2016 season by Andre Russell of the Jamaica Tallawahs, who was presented with a gold nugget and a bottle of limited edition rum, to mark Guyana’s 50th Independence Anniversary, by Demerara Distillers Chairman Komal Samaroo. 

El Dorado will be executing a range of fan promotions aimed at extending the celebration to fans around the Caribbean. 

Demerara Distillers Limited (DDL) Chairman, Komal Samaroo, said: “At DDL we aim for excellence and through our El Dorado Rum brand we offer the most premium portfolio of aged rums for consumers around the world to enjoy. Through our partnership with Hero CPL since the start of the tournament we are delighted to bring to numerous consumers in the Caribbean, the opportunity to enjoy their favourite sport while enjoying responsibly the superior quality of El Dorado Rum. The new five-year agreement confirms our desire to further contribute to the improvement of the quality of life for the people of the Caribbean and to market the Caribbean region to the rest of the world.” 

Mr. Jamie Stewart, Commercial Director of the Hero CPL, added: “El Dorado has been with Hero CPL since when it was just an idea on a page. They have played a huge role in making Hero CPL the ‘Biggest Party in Sport’ and it is an absolute pleasure to continue the relationship with the brand consistently voted the world’s best. El Dorado has, over the years, become beloved by players, commentators and fans, and I’m sure our community will be delighted to hear that they will have the opportunity to enjoy the rich, deep flavours of the El Dorado range for years to come.” (CPLT20)

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