General manager of Caribbean Premier Sports Limited (CPSL) Michael Look Tong believes RUSH Sports can become the best in the region in sports broadcasting following its official launch in Kingston recently.

CPSL was formed in 2019 by telecommunication companies Digicel and Flow and operates channels under the 24/7 operated RUSH Sports and RUSH Prime brands on TV and digital platforms.

Look Tong told the Jamaica Observer that the relaunch was key in achieving the company’s growth targets.

“CPSL expanded its entire operating mandate with the goal of creating a media entity that could leverage the scale of its JV partners to develop content services that would be made available to the Caribbean through a multitude of means,” he said.

“This included the growth of its sports properties with the launch of RUSH Sports and RUSH Sports 2 as well as the development of general entertainment content services which is branded RUSH Prime.”

The official launch, held at Clubhouse Brewery at the Constant Spring Golf Club, was planned and executed by Sophia Harris, founder of Lau Global Consulting, who says RUSH is already making a big impact.

“We got a lot of positive feedback not only from within Jamaica but outside of Jamaica. The conversation around the brand ticked up a lot based on our social media and digital marketing audit that we did. There are a lot more followers, people engaging on the pages,” said Harris.

“After the launch, more of our target audience were aware of CPSL’s full arsenal of RUSH Sports, RUSH Sports 2, Rush Prime and all of the current content we have available that most people weren’t aware of, so there’s greater awareness and we’ve been able to translate the messaging that yes, we’ve been doing a lot and we have much more to come.”

RUSH Sports currently has a wide array of sporting rights including the UEFA Champions League, La Liga, Bundesliga, Euro 2024, Indian Premier League (IPL) and West Indies Cricket. Look Tong teased that there’s more in store in the coming years.

“RUSH Sports is in ongoing conversations with rights holders to further develop its portfolio of premium sports. Fans can look forward to another addition to the RUSH Sports/2 portfolio for early 2024 that I can say is best in class for its sport which aligns fully with our premium sports strategy. I can also assure you that RUSH Sports intends to be at the negotiating table whenever the major opportunities arise.”

Look Tong says CPSL’s major objective for RUSH Sports is the primary source of top quality content.

“We are laser focused on providing the most engaging and exciting sports and general entertainment properties around. We continue to build our distribution in Jamaica and around the Caribbean not only with pay TV operator but also with free to air and other platforms through our sub-licensing business,” he said.

“Additionally, we are striving to provide more value and unique opportunities to advertisers through our global partnerships by providing the unique targets they seek as well as through fan experiences. Our goal is to be the most sought-after media brand that delivers all that is premium,” he added.

Harris is also confident that the objective can be reached.

“CPSL is in a uniquely poised position to provide premium content across a wide scope provided by Digicel’s and Flow’s platforms, cable and digital throughout the Caribbean. So when you have that kind of reach, you provide convenience and affordability, which puts CPSL in a very uniquely poised position to be competitive and their strategic approach is perfectly aligned with maintaining their competitiveness and possibly [give] them a competitive edge,” she said.

Along with Rush Sports, CPSL also launched RUSH Prime, a 24/7 general entertainment channel launched in July which broadcasts content such as WWE and game shows.