IFM will run an audit and valuation of WICB’s domestic and international sponsorship packages and help the organisation develop an understanding of West Indian cricket fans to improve its marketing and sponsorship proposition.

The firm will also be responsible for providing data on how West Indian consumers engage with cricket and investigating their empathy with brands associated with West Indies cricket.

WICB chairman Ernest Hilaire said: “We want to be able to have a true value of our brand and opportunities for sponsors and to improve the commercial packaging of the sport. More importantly, the board needs to better serve sports fans in the region by providing the type of event management that is synonymous with hosting international cricketing and sporting events. We can no longer take the regional fans for granted and need to improve on areas such as spectator experience and security.”

Jon Stainer, head of business development at IFM, said: “We are honoured to be working with the WICB and we look forward to delivering what we believe to be the most sophisticated rights valuation and research study commissioned by a West Indian sports body.”