Caribbean Premier League

Transforming a high-stakes pitch into a 25-year commitment.

I was introduced to sports marketer Pete Russell as he prepared to launch the Caribbean Premier League. Working closely with Pete, I helped shape the narrative, presentation and investor communications behind a pivotal fundraising effort, creating a bespoke video book that combined strategic storytelling, visual design and film.

Designed for prospective investors and commercial partners, the presentation helped communicate the ambition, credibility and commercial potential of what would become one of the most recognisable tournaments in world cricket.

    • Shaped the investment narrative

    • Refined the commercial proposition

    • Increased confidence and credibility

    • Helped secure long-term backing

    • Conceived a bespoke video book format

    • Combined design, storytelling and film

    • Created a highly distinctive pitch asset

    • Elevated the perceived value of the opportunity

    • Supported the launch of the tournament

    • Additional books commissioned for key stakeholders

    • Relationship renewed a decade later

    • Commemorative publication commissioned by the CEO

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Challenge

Pete Russell had secured a second opportunity to pitch the Caribbean Premier League to Irish entrepreneur Denis O'Brien. The first meeting had failed to convince. With no margin for error, he needed a more compelling way to communicate the vision, credibility and commercial potential of the tournament.

Solution

I designed and produced a bespoke luxury video book that combined strategic storytelling, vibrant imagery and embedded film content. Together we refined the narrative, positioning the Caribbean Premier League as ‘The Greatest Party in Sport’, blending the heritage of Caribbean cricket with entertainment, innovation and commercial ambition.

Result

Pete flew to a pitch in New York. At the end of his presentation, Denis O'Brien committed to backing the tournament for twenty-five years. Additional copies were commissioned for influential business leaders including Richard Branson and Johann Rupert as momentum behind the project accelerated.

Impact

The Caribbean Premier League launched successfully and became one of the most recognisable tournaments in world cricket. More than a decade later, Pete Russell commissioned a commemorative publication celebrating the competition's success, demonstrating the lasting impact of the original investor presentation.