When we launched the Caribbean Premier League (CPL) in 2013, we weren’t trying to build the next global T20 league. We were trying to build something for the Caribbean. Something that felt authentic. Something that fans in Trinidad, Guyana, Barbados, and the entire region could call their own.
We wanted a league built for the Caribbean, not a product designed to chase global TV rights.
Twelve seasons later, I’m proud to say that we’ve stuck to that vision. And it’s working.
A Simple Idea, Rooted in Place
Back in 2011, the IPL had just come on stream. Big Bash was also around. But there was nothing like that in the Caribbean.
The Caribbean already had the players. Chris Gayle was the world’s preeminent T20 star. We believed that if we could combine that kind of talent with the atmosphere, colour, and spirit of carnival, we could create something special.
Digicel, the telecom company sponsoring West Indies Cricket at the time, was looking for a new way to invest in the sport. We had a simple idea: could we do something similar to what the IPL was doing, but for the Caribbean?
Of course, there were challenges. The Caribbean isn’t a single country—it’s a region of islands and nations, each with its own cricketing identity. We decided to play across six different countries. That was a logistical challenge.
Digicel put $20 million into the first year—money we didn’t expect to get back quickly. But we believed that if we combined the right cricket and the carnival culture of the Caribbean, it could work.
The Night Kensington Rocked
I’ll tell you a good story. Our first game was on a Sunday night. By Friday afternoon, we hadn’t sold a single ticket. Not one. We looked at each other thinking, maybe we’ve got this wrong.
But in classic Caribbean style, everyone showed up late. And Kensington Oval was rocking. That was the moment we knew we were onto something.
Built for Caribbean Fans, Not Just Global Viewers
One of the biggest decisions we made was to build the CPL around Caribbean fans. Not global audiences. Not Indian TV schedules.
That meant resisting the temptation to schedule games at times that suited overseas broadcasters but left our stadiums half-empty.
That also meant our commercial model couldn’t rely on Indian TV money or on TV money in general. We always said we have to be true to that.
Our goal has always been for people to look at a CPL game and say, I need to be there. You look at a rocking night in Trinidad or Barbados or Guyana—those are extraordinary sporting events.
Why Sponsors Stay with Us
Our sponsors have remained with us long-term as a result. Republic Bank is a great example. We’re in their key markets across the Caribbean—Trinidad, St. Lucia, Guyana, and more. It’s a good investment for them because they know they’re getting the eyeballs.
But that only works if the product is strong. We had to create something successful, something that people wanted to associate with. Jamie Stewart, our commercial director, has been instrumental in that—making sure people understand our story and want to invest in CPL.
It Has to Feel Like a Carnival
The Caribbean is the perfect stage for T20 cricket because of the fusion between carnival and cricket. That’s what we thought at the beginning, and we still believe that today.
It’s not just about what happens on the pitch. It’s about the atmosphere—music, energy, celebration. That’s what makes our matches feel so unique.
Staying True While Growing Up
Last season was our best ever. But every year, I say the same thing to the team: how do we get better? How do we improve?
That improvement always comes back to one thing: fan experience. If we don’t evolve, we fall behind. But we have to evolve without losing what makes us special.
The Power of a Regional Identity
Most cricket leagues are city-based or national. We’re regional. And that’s a strength. We’re one of the few events that takes place across the Caribbean.
That means we bring people together from different islands. We offer something truly pan-Caribbean, and that gives us a platform few other sports properties have.
Looking Ahead
As we launch our 13th season, the job is far from done. If anything, it’s just beginning.
CPL isn’t trying to be the biggest league in the world. But we are trying to be the most meaningful one in our region.
That means investing in young players, which we’ll talk about in Part 2 of this series. It means listening to fans. And it means continuing to build something people are proud of.
You don’t have to copy another league to succeed. You just have to be true to your people.
CPL 2025 kicks off on August 14 across the Caribbean. For schedules, tickets, and more, visit cplt20.com
