St. John’s (Antigua): The West Indies Cricket Board (WICB) has hired leading British sports marketing agency Pitch International in a multi-year deal to develop and implement a new commercial strategy to boost its revenue.

Pitch International will serve as the Board’s exclusive commercial consultant and sponsorship sales agency, and hase identified four objectives of the new commercial strategy, as per reports.

In addition to increasing revenue, Pitch International is expected “to create a clear commercial identity for West Indies cricket, create a cost-effective marketing platform that delivers for commercial partners and (establish) a strong digital platform.”

“The WICB is delighted to secure a long-term partnership with Pitch International,” WICB president Dave Cameron said on Thursday.

“This is an extremely important relationship for the WICB, as we look to grow the appeal of Windies cricket on the global stage. We are excited about the opportunities our partnership with Pitch International offers and we look forward to welcoming them as an extension of our commercial team.”

The WICB said it would soon be revealing elements of the new commercial strategy.

Jon Varney, partner at Pitch International, said the company was anxiously looking to the partnership.

“Our goal is to implement a sustainable commercial strategy which offers genuine regional and global marketing platforms for sponsors, and delivers long-term mutually beneficial partnerships,” he said.

“The WICB is making positive steps to return the Windies to their glory days, and we are delighted to be working with them to help grow their business.”