Cricket West Indies Announces Summer Cricket Campaign

Cricket West Indies (CWI) has launched its “Full Ah Energy” campaign, an initiative designed to invigorate West Indies cricket and reignite the passion of fans across the region. This comprehensive campaign encompasses a vibrant visual identity, engaging storytelling across various media platforms, match-day activations, community outreach, and a renewed focus on youth engagement. It aims to capture the electrifying atmosphere of a packed summer cricket schedule, starting with the West Indies Women’s series against South Africa and continuing with a series of key matches involving the West Indies Men’s team. The campaign is not merely a tagline but a movement designed to embody the power, flair, and indomitable spirit that characterize West Indies cricket.

Central to the “Full Ah Energy” campaign is the recognition of the vital role fans play in energizing the team. CWI aims to create an environment where fans feel deeply connected to the game, fostering a sense of community and shared passion. This connection is crucial for inspiring the players to perform at their best and underscores the importance of cricket as an integral part of West Indian culture and identity. The campaign seeks to bridge the gap between the players and their supporters, fostering a symbiotic relationship where the energy of the fans fuels the team’s performance, creating a vibrant and electrifying atmosphere.

The launch event, held at the historic Kensington Oval in Barbados, symbolized the significance of the campaign. It brought together a diverse cross-section of the cricketing community, including CWI executives, current and former players, government officials, influencers, school children, and cricket enthusiasts. This gathering underscored the collaborative spirit of the campaign, uniting stakeholders in a shared vision for the future of West Indies cricket. The presence of school children highlighted the campaign’s emphasis on youth engagement, a key component of CWI’s long-term strategy for developing the next generation of cricketers and fans.

CWI President, Dr. Kishore Shallow, emphasized the campaign’s focus on celebrating Caribbean identity and resilience. He described it as a movement that captures the unique energy and spirit that West Indies cricket brings to the global stage. This campaign is not simply about promoting the sport; it’s about celebrating the cultural heritage and resilience of the Caribbean people. It aims to resonate with fans on a deeper level, connecting them to the rich history and legacy of West Indies cricket, while also looking towards a future filled with renewed energy and excitement.

CWI CEO, Chris Dehring, highlighted the importance of accessibility for young fans. He stressed that every West Indian child should have the opportunity to experience live cricket matches, emphasizing that it is their inheritance and fundamental right. This reflects the campaign’s commitment to inclusivity and its focus on making cricket accessible to all, regardless of background or socioeconomic status. This initiative aims to cultivate a new generation of cricket enthusiasts and ensure the long-term sustainability of the sport within the region.

The launch event also witnessed the commencement of the “Full Ah Energy” community outreach programme, with CWI donating cricket gear to four primary schools in Barbados, including the Gordon Greenidge Primary School. This initiative underscores the campaign’s commitment to grassroots development and its focus on nurturing young talent from an early age. By providing access to equipment and resources, CWI is investing in the future of West Indies cricket and creating opportunities for young people to participate in the sport. This program demonstrates the campaign’s focus on tangible action and its commitment to making a positive impact on communities throughout the Caribbean. Ultimately, the “Full Ah Energy” campaign embodies a comprehensive vision for West Indies cricket, encompassing on-field performance, fan engagement, community outreach, and youth development. It aims to revitalize the sport, build pride in the West Indies cricket legacy, and create a sustainable future for generations to come.