NESTLÉ Trinidad & Tobago Limited and the Hero Caribbean Premier League (CPL) have announced a two-year partnership ahead of the fifth instalment of the popular T20 Cricket tournament scheduled for August 3rd to September 9th, 2017. The revelation was made on Wednesday March 29th during a press conference at the Hyatt Regency in Port of Spain.
At the conference, Head of Consumer Marketing for NESTLÉ Trinidad and Tobago Limited, Mrs. Elisa Doldron disclosed that the two-year partnership was, in itself, two years in the making and expressed the company’s honor to be part of the world’s fastest growing T20 tournament. The Good Food, Good Life company will participate in the ‘biggest party in sport’ through its NESCAFÉ brand, a “perfect alignment between a Premier League and a premium range of coffees,” according to Ms Doldron.
Partnership Benefits
Both players and cricket fans, alike will benefit from this new partnership. Cricket and coffee enthusiasts will experience appealing coffee-inspired activities with barista stations at CPL matches, along with entertaining promotions at supermarkets and stores throughout August and September. As for the players, they will be well-stocked with NESCAFÉ® in their dressing rooms and hotels. “Hero CPL players will, therefore, have the opportunity to start each day off on the right foot, and get going, because It all starts with NESCAFÉ®” Doldron declared, as she paid homage to the NESCAFÉ® tagline for the 2017 tournament. In keeping with this credo, all match timings will now be known as ‘NESCAFÉ® Start Times’.
Why Cricket?
Country Manager, NESTLÉ Trinidad & Tobago Limited and NESTLÉ Caribbean Inc, Mr Michel Beneventi, who was also present, shared Ms Doldron’s sentiments, and expressed his affection for the sport of cricket. He admitted though, that in his opinion, no one loves the sport more than the people of the region - one of the reasons the company took the decision to support the Hero CPL. “Cricket brings people together. You could be at a match sharing a drink and food with two friends, and before you know it, it turns into a ‘lime’ as Trinis say, extending to 10 or more friends, family and even acquaintances. The people of Trinidad and Tobago and of the Caribbean region love this sport, and that’s why NESTLÉ Trinidad & Tobago Limited has offered its support. Because you love it, Nestlé wants to be a part of it” Beneventi stated.
Why Hero CPL?
NESTLÉ has operated in Trinidad and Tobago for over 100 years, holding a trusted place in the homes of families for generations. The company believes that for its business to prosper for generations to come, it must create shared value – that is, value for its employees, consumers, customers, stakeholders, and the communities within which it operates. Its partnership with the Hero CPL strengthens its commitment to creating shared value for T&T and the Caribbean region, by extension. This tournament, the world’s fastest growing T20, positively impacts the economies of its host territories according to an Economic Impact Assessment (EIA) of the 2016 installment. SMG Insight/YouGov, a leading provider of media and consumer research to global sports rights holders, sponsors and investors, conducted the evaluation and found that the Hero CPL tournament created 512 jobs and filled 3,297 hotel room nights in Trinidad and Tobago in that year. A total of 21,924 hotel rooms were filled across the region as a result of Hero CPL, during an off-peak season for tourist arrivals. NESTLÉ and its NESCAFÉ® brand are proud to be part of a venture which so directly impacts local and regional economies.
Commercial Director of the Hero CPL, Mr. Jamie Stewart, thanked NESTLÉ Trinidad and Tobago Limited for its support during trying economic times. He added that with the tournament being such a long, demanding one, “coffee is one of the core ingredients that helps the players and event production teams make it through what is often a gruelling schedule.” Stewart looks forward to a successful partnership, and highlighted his gratitude to be starting each T20 day, with NESCAFÉ®.
After the announcement, West Indies World T20 champions Samuel Badree and Carlos Brathwaite were presented with Hero CPL branded NESCAFÉ® Dolce Gusto machines, specially made for the occasion, and were even provided a demo by NESTLÉ’s Head of Consumer Marketing.