ST JOHN’S, Antigua – Cricket West Indies (CWI) officially launched its exciting new summer campaign, “Full Ah Energy,” during a high-spirited, high-energy media briefing and home series launch at the Mecca of Caribbean cricket, Kensington Oval in Barbados on Friday, May 16. The campaign sets the stage for what promises to be an electrifying summer of international cricket across the region.
The launch event brought together CWI executives, past and present West Indies players, government officials, influencers, school children, and cricket fans to celebrate the unmatched passion, pride, and energy that define West Indies cricket.
The “Full Ah Energy” campaign captures the excitement and momentum of a packed summer schedule, beginning with the West Indies Women’s Series against South Africa Women on June 11 at the 3Ws Oval, and continuing through key matchups involving the West Indies Men’s team across the region.
CWI President, Dr. Kishore Shallow, described the campaign as a celebration of Caribbean identity and resilience:
“This is more than a tagline—it’s a movement that embodies the power, flair, and undeniable West Indian spirit our teams bring to the game. The campaign fuses cricket, culture, and community, with a strong emphasis on youth engagement. Whether you’re in the stands, watching from home, or cheering from abroad, we want every fan to feel energized or as we will say throughout this summer ‘Full Ah Energy’—especially with a new Test captain in Roston Chase at the helm, and Kraigg Brathwaite on the path to his 100th Test match, joining a historic lineage of West Indies legends.”
The campaign will be powered by a vibrant visual identity and engaging storytelling across digital and traditional media. Fans can look forward to match-day activations, school outreach initiatives, exclusive behind-the-scenes content, and community events designed to bring fans closer to the game.
CWI CEO, Chris Dehring, highlighted the vital role fans play in energizing West Indies cricket:
“When our players feel the energy of the crowd, it pushes them to perform at their highest level. This campaign is a powerful reminder that cricket is not just a sport—it’s deeply woven into the fabric of West Indian life. Our bold men and women feed off that energy. But beyond the boundary, we have a tremendous opportunity: to create a space where children can simply come and enjoy the game. Every West Indian child should feel they have the right to show up and walk into a Test match—no ticket needed. It’s not just access. It’s their inheritance and fundamental right.”
As part of the campaign launch, CWI kick-started its “Full Ah Energy” community outreach programme, donating cricket gear to four primary schools in Barbados, headlined by Gordon Greenidge Primary School, named after the legendary West Indies opener.
The “Full Ah Energy” campaign aligns with CWI’s broader strategy to rejuvenate regional cricket, foster deeper fan engagement, and build pride in the West Indies cricket legacy through innovation, inclusion, and grassroots impact.
For updates on the “Full Ah Energy” campaign and upcoming fixtures, visit www.windiescricket.com and follow @windiescricket on all major social media platforms.
Source: Cricket West Indies
