SLC to hire third-party agency to restore ‘image’

With its reputation taking a huge beating over the last several months with allegations of corruption shaking the public confidence in Sri Lanka Cricket’s (SLC) leadership and governance, the Board is now looking for ‘marketing communication agencies to protect, enhance and enrich SLC’s brand reputation’.

A lack of transparency and accountability in SLC’s operations has further fueled public mistrust and skepticism.

An advertisement was placed in the English dailies on Thursday calling for Expression of Interests (EOIs) from reputed companies on or before December 7, 2023, as it desperately looks to salvage its reputation.

SLC was engulfed in a running battle with ousted Sports Minister Roshan Ranasinghe and the Chairman of National Sports Council (NSC) Arjuna Ranatunga, as they accused the SLC of being a den of thieves destroying country’s favourite sport.

Following a full day’s debate, parliament recently passed a nonbinding resolution to remove the SLC officials who had challenged in Court the Minister’s decision to sack them.

This was followed by the ICC suspending Sri Lanka amidst the chaos and moved the U-19 World Cup out of the country. The current crisis significantly damaged the brand’s reputation, both domestically and internationally, as it led to an erosion of public trust and tarnished SLC’s image, making it difficult for fans to connect with the team and support its endeavours.

To address these issues and restore SLC’s brand reputation, they have decided to implement a comprehensive marketing communication strategy through a third-party agency. Given the extensive media coverage locally and globally, it will be hard to win back the confidence of fans, some of whom also see SLC as a haven of corruption and mismanagement.

A recent audit report exposed how SLC has misused over Rs.68mn to facilitate a fully sponsored trip to watch last year’s ICC T20 World Cup in Australia.

Lack of transparency in financial controls and absence of accountability have made things worse, over and above the dismal performance of the national team at the World Cup. Sri Lanka won just two matches out of the nine games and even failed to secure a place at the 2025 Champions Trophy.