The Hero Caribbean Premier League (CPL) has delivered outstanding exposure for partner tourist boards during the 2021 season with a total sponsorship value of US$316.1 million.

This figure was generated from a report by independent and world-leading research company, YouGov Sport. 

The tournament took place in St Kitts and Nevis between August 26 and September 15 with all 33 matches taking place at Warner Park. 

The total viewership figure for 2021 was 517.4 million, with the tournament passing half a billion viewers for the second successive year. This massive TV and digital viewership is the driver behind these fantastic sponsorship valuations and created massive exposure for tourism boards across the region.

The tourist boards in St Kitts & Nevis, Saint Lucia, Barbados, Jamaica and Guyana all had innovative and engaging advertising throughout the Hero CPL broadcast, including branding and tourism vignettes highlighting why these countries are must-visit locations. 

Pete Russell, Hero CPL’s CEO, said: “While it hasn’t been possible for us to travel around the region over the last two years we have been working very hard to ensure that the region is given the exposure that it so richly deserves. As the world begins to open up and travel is gets easier, we want to make sure that CPL viewers around the globe see the Caribbean as a must-visit destination.” 

First started in 2013, the Hero Caribbean Premier League (CPL) is a franchise-based T20 format cricket tournament that combines two of the most compelling aspects of Caribbean life – dramatic cricket and a vibrant Carnival atmosphere.

The broadcast and digital viewership have passed 500 million in both 2020 and in 2021 to make it one of the most-watched leagues in world cricket. 

St Kitts & Nevis Patriots are the current Hero CPL champions and the other competing teams are Barbados Royals, Guyana Amazon Warriors, Jamaica Tallawahs, Saint Lucia Kings and Trinbago Knight Riders.