The Hero Caribbean Premier League has delivered outstanding exposure and generated a significant economic impact to the 2021 host countries, St Kitts & Nevis. The tournament took place in the Federation of St Kitts between 26 August and 15 September with all 33 matches being held at Warner Park, Basseterre.
The total value delivered to St Kitts & Nevis from the 2021 Hero CPL was US$88,698,200. This figure comes from organiser spend, visitor spend and sponsorship value. The report detailing all the deliverables was compiled by independent and world-leading research company, YouGov Sport.
The total economic impact value for St Kitts & Nevis was US$8,990,210, with the direct spend being USD$3,329,707. This figure takes into account the total spent by Hero CPL to put on the 2021 event as well as the money spent with local business by those who travelled into St Kitts & Nevis for the tournament, either independently or as part of CPL’s franchise teams.
The total spent to organise the Hero CPL in St Kitts & Nevis during the tournament was US$2,250,725 with local suppliers and businesses being the beneficiaries. In addition to the organiser spend, St Kitts & Nevis also benefitted from Franchise owners and fans from across the region and the world coming to watch the games – an extra USD$1,078,982 of direct spend being attributed to this group.
St Kitts and Nevis also enjoyed huge exposure from the global broadcast of the tournament, a sponsorship value of US$79,707,790 being generated – the most any host country has ever received. A combination of innovative and engaging advertising throughout the Hero CPL broadcast, including branding and tourism vignettes, ensured St Kitts & Nevis was given the opportunity to promote itself to a vast global audience.
The total viewership figure for Hero CPL 2021 was 517.4million, with the tournament passing half a billion viewers for the second successive year. This massive TV and digital viewership helping to drive the fantastic sponsorship valuation.
Pete Russell, Hero CPL’s CEO, said: “We are hugely grateful to everyone in St Kitts & Nevis who made the 2021 tournament possible, especially the Government who backed CPL to deliver another World Class event. Special thanks to the Minister for Education, Youth Empowerment, Culture and Sport, the Hon. Jonel Powell and his team who left no stone unturned in ensuring we had a safe and successful tournament. We are delighted that St Kitts & Nevis were rewarded with these fantastic numbers, and of course a winner’s trophy.”
Hon. Jonel Powell, Minister for Education, Youth Empowerment, Culture and Sport, said: “I am very pleased with the data, in particular the direct spend into our economy and the local employment at what has been a very difficult time financially. The exposure that our Federation has received to over 500 million viewers is of tremendous value, it is our hope that the world now knows St. Kitts and Nevis as not just a fantastic destination for R and R but also a great destination for sport tourism. We truly value our partnership with the CPL and look forward to developing new opportunities that we can share together.”