CPL franchise St Lucia Zouks will now be called St Lucia Kings, as the franchise unveiled a new brand identity along with a new team logo on Monday (August 2). Through the rebranding, the owners of the franchise, who also own Punjab Kings in the IPL, aim to forge a cohesive brand identity.
“The Saint Lucia Kings will share branding and other assets with their colleagues at the IPL as the ownership team moves to further cement ties between the two brands. This synergy will help build on the successes the team has had since the new owners arrived after they finished as runners-up at last year’s Hero CPL tournament,” a CPL release said.
St Lucia Kings is one of the three CPL teams to be owned by a group that also runs a franchise in the IPL. They were purchased by KPH Dream Cricket Private Limited last year, and finished runners-up in the 2020 season. Kolkata Knight Riders, who own Trinbago Knight Riders, and Rajasthan Royals, who bought a majority stake in Barbados Tridents last week, are the other two IPL teams to have sister franchises in the CPL.
“Saint Lucia Kings is more in line with the positioning that the KPH Dream Cricket brand has, and we believe that the time was right for us to merge the sister brand and its inherent values with the mother brand,” Satish Menon, CEO of Saint Lucia Kings said.
The team will be led by Faf du Plessis for the upcoming season, with Andy Flower as the coach and Darren Sammy the assistant coach and mentor. The 2021 edition of the tournament will start in late August.