Caribbean Premier League

A bold concept becomes an investable sports franchise.

In 2012, I was introduced to sports marketer Pete Russell as he prepared to launch the Caribbean Premier League. Conceived as a franchise competition inspired by the success of the Indian Premier League, the tournament required significant investment, a compelling vision and the confidence of influential backers.

Working closely with Pete, I helped shape the narrative, presentation and investor communications that would support a pivotal fundraising effort. Together, we created a highly distinctive video book that brought the opportunity to life, combining strategic storytelling, visual design and film to communicate the scale of the ambition and the commercial potential of the venture.

    • Founded in 2013

    • Professional Twenty20 cricket competition

    • Six franchise teams from across the Caribbean

    • Broadcast to audiences around the world

    • Backed by entrepreneur Denis O'Brien

    • Long-term investment commitment secured

    • Established as a major sporting property

    • Continued growth in audience and commercial reach

    • One of the most recognisable tournaments in world cricket

    • Celebrated Caribbean culture and sporting heritage

    • Attracted international players and sponsors

    • Commemorative anniversary publication commissioned ten years later

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The Challenge

Pete Russell had secured a second opportunity to pitch his concept to Irish entrepreneur Denis O'Brien. The first meeting had failed to convince. The numbers lacked credibility, the presentation lacked impact and the viability of the tournament remained in question. With no margin for error, Pete needed a more compelling way to communicate the vision and commercial opportunity.

The Solution

Having recently developed a prototype video book, I recognised an opportunity to transform the pitch. Together we refined the narrative, positioning the Caribbean Premier League as ‘The Greatest Party in Sport’, combining the heritage of Caribbean cricket with entertainment, innovation and commercial ambition.

The result was a bespoke 12 inch square leather-bound video book featuring vibrant imagery, strategic storytelling and embedded high-definition film. Designed to engage both emotionally and commercially, it presented the opportunity with a level of quality and confidence rarely seen in investor communications.

The Result

Pete presented the book in New York. Within forty-eight hours Denis O'Brien committed to backing the tournament for twenty-five years. Additional copies were commissioned for high-profile business leaders including Richard Branson and Johann Rupert as momentum behind the project accelerated.

The Impact

The Caribbean Premier League launched successfully and went on to become one of the most recognisable tournaments in world cricket. More than a decade later, Pete Russell, now Chief Executive of the competition, commissioned a commemorative publication celebrating the tournament's success. The original video book remained a defining moment in the journey, demonstrating the power of impactful storytelling, design and presentation to help ambitious ventures secure belief at critical moments.