The Jamaica Cricket Association’s (JCA) premier local competition has been rebranded the Michael Holding Senior Cup, in honour of the West Indies fast bowling legend.

The competition has also attracted a new associate sponsor in the form of motor vehicle giants Stewart’s Automotive and will be named JCA Michael Holding Senior Cup, sponsored by Stewart’s Automotive.

This was disclosed at the Michael Holding Senior Cup press launch at the Kingston Cricket Club on Tuesday. The event was broadcast live on Public Broadcasting Corporation of Jamaica (PBCJ).

In a video message broadcast at the launch, Holding said he wholeheartedly endorsed the competition because of the importance red-ball cricket played in his own personal development when he played in the Senior Cup competition for Melbourne Cricket Club.

The iconic Jamaican urged the current crop of players to grasp the opportunities the competition offered and also stressed the importance of discipline and working on their craft. He wished the JCA all the best in running a top-class competition.

In officially rebranding the competition, JCA President Dr Donovan Bennett outlined that all was now set for the lights at Sabina Park to be upgraded as well as the installation of a new state-of-the-art scoreboard to be erected in time for the much-anticipated tour of the West Indies by the mighty Australian team in the summer.

Cricket operations manager at the JCA, O’neil Cruickshank, outlined that the Michael Holding Senior Cup is set to bowl off on March 15, with 24 teams comprising clubs and parishes participating. The top finisher in each group along with best two runners-up will move on to the knock out stages.

The competition will also feature a player of the round award for each of the preliminary rounds and a player of the match award during the knockout stages.

Cruickshank told the officials present at the launch that the JCA will be very tough on any indiscipline with players expected to honour the fixtures as well as show a high level of discipline.

He said an inspection team will be visiting the various venues this week to ensure all are up to the standards required for hosting Michael Holding Senior Cup matches. He said teams whose venues are not up to standard could run the risk of having to play their home matches at alternative venues.

Sarah Sterling, brand marketing executive for Stewart’s Automotive, expressed her company’s delight in partnering with the JCA in the staging of the Michael Holding Senior Cup. She spoke of the importance of cricket to the nation and that as a sponsor they would work with the JCA in effecting an exciting competition.

Sterling said Stewart’s Automotive would also have their motor vehicles displayed at the some of the match venues during the competition to give patrons a chance to view and arrange for test drives.

Master of Ceremonies Ian Spencer, who is the chairman of the JCA Marketing Committee, said the rebranded JCA Michael Holding Senior Cup would have a high visibility level with promotion on social media platforms as well as giveaways and weekly match highlights.

Spencer also lauded the Minister of Sports Olivia Grange and the Government for assisting in upgrading the lights at Sabina Park and the acquisition of the new scoreboard.