August 6, 2004
C&W signs top cricket record holder

Cable & Wireless in a July 28 press release has announced a new four-year sponsorship agreement with West Indies Cricket Team Captain, Brian Lara.
The company says that this deal will allow Cable & Wireless to continue its long-term relationship with Lara. {{more}}
According to Lisa Agard, Executive Vice President Legal, Regulatory and Public Policy, the agreement represents “an integral part of the programme of sponsorships” that the telecommunications company is building in support of cricket in the Caribbean.
She continued that the sponsorship, together with Cable & Wireless’ regional sponsorship for Cricket World Cup 2007, and more imminently the ICC Champions trophy to be held in the U.K in September “are a clear signal of the continuation of our commitment to the development of cricket in the region”.
She also stressed that Cable & Wireless will continue our investment in local cricket in a number of the islands across the Caribbean.
According to the company release Lara said that “those of you who have been following the fortunes of West Indies cricket over the years will be aware that Cable & Wireless and cricket in the West Indies share a special relationship, one that spans many years. It is an honour for me to be part of that relationship moving forward”.
While Cable & Wireless has been the official sponsor of West Indies cricket for nearly 20 years the company recently announced a scaling back of its involvement with the West Indies Cricket team during the home series which had been the exclusive domain of the company.
Interestingly Cable & Wireless’ competitor Digicel only last July 7 announced the signing of a five-year US$multi-million sponsorship deal with the West Indies Cricket Board that comes into effect in January to February 2005. It will therefore be interesting to see how both companies will share logo-wearing rights between Lara and his obligations to the West Indies Cricket Board as a member of the regional cricket team he currently leads.