CPL, El Dorado Rum extend partnership for five years
Demerara Distillers Limited (DDL), through its iconic El Dorado Rum, has extended its partnership with the Caribbean Premier League (CPL) for another five years.
Representatives finalised the deal on Friday afternoon, signing the agreement at the Pegasus Hotel in Kingston, Georgetown.
The CPL and DDL partnership dates back to the inaugural edition of the League in 2013, and this year, El Dorado will be celebrating 10 years as the Official Spirit of CPL.
DDL Executive Chairman, Komal Samaroo, highlighted that European laws now recognise the Demerara region as the official origin of the Demerara rum on the geographical indication regulation.
“The partnership between CPL and DDL has been a good one, a mutually beneficial one, and I think we have both learnt a lot about each other and we both have found synergies that we can support the efforts of each other,” Samaroo contended.
Additionally, CPL’s Commercial Director, Jamie Stewart, indicated CPL is now the second most-watched T20 League in the world.
He noted that El Dorado Rum was one of League’s first partners in 2013 to buy into the vision of the Biggest Party in Sport, and the finals week coming to Guyana in 2022 “is like CPL coming home.”
Stewart envisioned that as CPL grows, they can project the Caribbean and the world’s finest rum to more than 500 million viewers around the world.
Hero CPL 2022 will be staged from August 31 to September 30, with matches in St. Kitts and Nevis, St. Lucia and Trinidad and Tobago, and then Guyana, who will host the entire finals for the next three years.
As part of Guyana hosting the finals for the first time, the government has created the Cricket Carnival programme with numerous activities for the huge influx of visitors anticipated.