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St. Lucia’s telecommunication market leader has again aligned itself, and by extension the people of the region, with one of the most recognizable sporting heroes to date.
As a strong advocate for community development through sports and touting a proud tradition of sports endorsements, Digicel last week renewed its commitment and support for ‘son of the soil’ and West Indies captain, Darren Sammy.
On Friday, June 21, Digicel officials, along with the distinguished and decorated skipper, affixed their signatures to yet another two-year lucrative contractual deal, spanning 2013 to 2015.
“This signing spells a continuation of a long and mutually beneficial relationship between us at Digicel and undoubtedly St. Lucia’s most illustrious sporting ambassador,” noted Country Manager Holly Hughes-McNamara.
According to Mrs. McNamara, “Digicel remains a proud custodian of sports and to its developmental role in society, not only on St. Lucia but indeed throughout the Caribbean. Today’s signing of Darren Sammy for another two-year stint is testament to how we feel, not only about Darren’s ability to inspire and lead the team, but how we feel about the game of cricket, a game that continues to unify the extraordinary people of the Caribbean.”
As part of the Digicel endorsement, the company will continue its use of the iconic St. Lucian in several of its promotional and marketing activities. Along with the usual monetary assistance for Sammy as a professional athlete, Digicel will also supply him with an exhaustive list of ‘must haves,’ that included the latest handsets, call credit and newly-styled Digicel0-branded paraphernalia that features the company’s ‘Be Extraordinary’ brand and new logo.
“I remain proud to be the face and sporting ambassador for this truly extraordinary company,” exclaimed the confident Sammy. “I know well of Digicel’s involvement with the youth, and sports resonates with them. I look forward to engaging in more youth clinics where I can offer cricketing tips, but also serve to motivate the youth to reach their true potential.”
The cheerful and wide-smiled Sammy made history by being the first St. Lucian to make it to the West Indies team. Years later, his discipline, tenacity and determination to win would see him become captain of the team at a critical time in its evolution.
Sammy’s leadership is widely believed to have contributed to a resurgence of West Indies cricket and a galvanizing of cricket fans across the Caribbean.
Earlier this month Digicel announced that it was extending its sponsorship of the West Indies cricket team for another three years until September 2016. Digicel’s renewed contract sees the company retain its title as team sponsor, which includes all the marketing and branding rights for the team.
The telecommunications giant has also been announced as top sponsor for the upcoming Caribbean Premiere League Twenty/20 Cricket competition dubbed the biggest party in sports, which bowls off on July 30 – August 24.
Six franchise teams will battle for bragging rights as matches play in Barbados, St. Lucia and Trinidad and Tobago.
Matches in St. Lucia will take place on August 6, 8 and 10 at the Beausejour Cricket Ground (BDC). The team, which will be based here on St. Lucia, will be captained by Darren Sammy.