ANTIGUA: The Hero Caribbean Premier League (CPL) has announced that it has extended its partnership with one of the Caribbean region’s top rum brands, El Dorado till 2022. Their earlier deal began from the tournament’s first season back in 2013 and expired the previous season.
The announcement gained more mileage across the world when West Indies’ star batsman and captain of the St. Kitts and Nevis Patriots team in the CPL, Chris Gayle commented: “The Universe Boss welcomes back the Universe’s best rum, El Dorado.”
El Dorado has been voted the World’s Best Rum at the International Wine & 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.
Demerara Distillers is the parent company of El Dorado. The brand will continue to execute a range of fan promotions aimed at extending the celebration to fans around the Caribbean.
Samaroo commented on the development: “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.”
Jamie Stewart, commercial director of the Hero CPL, added: “El Dorado have 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.”
