Money for protecting Bajan cricket
Caribbean Life, Oct. 9-15, 2020 45
By George Alleyne
Barbados’ cricket administrators
are pumping over half
a million dollars into promoting
the game in a pre-emptive
move aimed at staving off any
possible loss of interest caused
by the onset of the coronavirus
pandemic.
Cricket in Barbados is second
only to religion but this
pandemic has brought out
fears among administrators
that despite the vaunted position
of the game, there is a
danger the sport may lose some
of its lustre whenever COVID-
19 is controlled either through
newly discovered treatment
and, or vaccination.
Though some domestic
competitions have resumed,
matches are played without
many spectators because of the
pandemic.
“COVID-19 has forced us,
like many other organizations,
to critically assess how
we have approached sports
management in the past and
how we must adapt to ensure
that cricket and its sustainable
development remain focussed
on the agenda of our national
interest,” Barbados Cricket
Association Vice-President,
Calvin Hope, has said.
“We must reconcile ourselves
that though this sport has been
a catalyst for social change in
Barbados and the region, there
is room for growth and a need
to modernize its marketing.”
The marketing and communications
plan that will
span three years includes a
revamped website, a mobile
app, greater use of social media
platforms and a series of community
activities.
Dubbed ‘This Is We’, the
campaign will also entail sale
of merchandise and subscriptions
to live webcasts of matches.
There will also be programs
featuring profiles of current
players and documentaries on
outstanding past players.
Hope said the intent is to
“rally our internal membership,
spectators, players and
clubs to take ownership of the
game.”
“We want to leverage the
personal brands that are a
key part of our cricket history,
particularly our Barbados
Pride players and cricket
legends.”
Association President,
Conde Riley said “while cricket
has a tremendous societal
and development impact on
our society, there are also
economic considerations that
the BCA has been mandated
to steward. We will continue
to expand our revenue generation
efforts and this will
see new products and services
being developed in the
months ahead.”
Expressing a belief that
cricket is able to connect,
unite, inspire and transform
the Barbadian society, as seen
in the impact of the island’s
legendary cricketers, the BCA
president said, “we have seen
how our cricket can spark
a vibrant community spirit.
We also understand how our
cricket legends have afforded
us a unique place in the
annals of cricket history and
lore. What we intend to do
is to build on these facts and
develop the kind of programs,
initiatives and events that
showcase what makes Barbados
cricket so special and
unique.”
Barbados Cricket Association President, Conde Riley.
Photo by George Alleyne
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