June 3, 2017, saw many of our regional publications both online and print headlines with caption “West Indies Rebranding, based on Name Change”. To the members of the West Indies Cricket Board, this may seem like a move in the right direction, but to the spectators and others associated with the sport this maybe a different story.
For me, the avid cricket support several red flags have been raised when I saw the headlines:
- Does this have anything to do with the highly talked about rebuilding process by the current board members?
- With the rebranding process will this be beneficial to all parties involved (Players, Regional bodies, and sponsors)
- Will this rebranding take into effect the recommendations as stipulated in Committee on Governance of West Indies Cricket: The Patterson Report?
- Will this rebranding attract more persons to the sport, with stadiums, revert back to the days when they were full to capacity seeing supporters enjoying the sport and the team back to it’s winning ways?
- Have all member states and 18 regional bodies agreed on the rebranding of West Indies Cricket.
If my concerns have any positive to do with the rebranding process from West Indies Cricket to Cricket West Indies and the commercial aspect of the operation known as Windies I am all for this rebranding process. Successive West Indies board presidents and its membership have been set in their ways while implementing the best possible outcome for cricket both regional and internationally, I find it hard to understand why the sudden urge in rebranding West Indies Cricket.
The recommendations issued by the Patterson Report could be viewed as part of a rebranding process on the way forward for West Indies, which is not in full effect so how will the current board get full buy in on this rebranding process? The Jamaica Gleaner article date June 3, 2017, stated that board continues to explore ways to take West Indies Cricket and this rebranding is necessary as the board moves along.
Board president Dave Cameron stated that as a businessman he understands what it takes to make it successful. One thing persons need to understand is that sports is a business and they at Cricket West Indies are like any government. He went on future to say that the current board needs to manage the affairs of the sports not only in terms of improving the performance of the various teams and also the financial aspects in order to achieve success.
Cameron has always come under fire from all parties involved in cricket to scrap the body known as the WICB and replace it with an entity proposed by regional nation group Caricom. I cannot believe it took the West Indies several years with an abandoned tour of India and also losing successive test match, to final decide it full time they rebrand as a board. It is said “Better late than never”, but if it’s simple rebranding in name only and the players and others experience the something from the board then what’s the purposed of West Indies Cricket Board rebranding?
As we continue to really around the West Indies let us not be too quick to judge and try and have a better understanding of what rebranding of West Indies Cricket entails for the sports. It is my hope that with this rebranding the West Indies Players Association (WIPA) is fully aware of what the process entails and it will prove beneficial to all involved with cricket and not cause any major problems settings us back more than where we are within the sports.
© nubienqueenb76 June 2017