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Dilmah and Sport: Making a tea and cricket connection and sponsoring Sri Lanka Cricket

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Sanga, a peerless ambassador for both Dilmah and Sri Lanka cricket

(Excerpted from the Merrill J. Fernando autobiography)

Ian Healy, former Australian wicketkeeper,
once said, A game with so many tea breaks
in it deserves Dilmah! It makes perfect sense….”

Our Sri Lankan cricket team stunned the cricketing world when they won the One Day Cricket World Cup in 1996, defeating the more fancied Australian team in the final.

Whilst at that time, along with the rest of the country, I rejoiced in exploits of our cricketers, especially explosive batsmen like Sanath Jayasuriya and Romesh Kaluwitharana, the thought of associating Dilmah with cricket, or any other sport, had not occurred to me. Clearly, cricket had become the number one sport in Sri Lanka and one in which we could compete on equal terms with the best that the rest of the world could offer. Our World Cup victory proved that. So perhaps it did make sense to link that sport with Ceylon Tea, which is the island’s premier export and that which identifies this country globally.

The internationally-acclaimed association between tea and Ceylon preceded the cricketing link by many decades, although over the years the early British planters did much to popularize the game across the many planting districts of Ceylon. All those arguments apart, there was the fact that with its outreach across close upon 100 countries then, Dilmah had become the global image of Pure Ceylon Tea.

Eventually, when I allowed myself to be persuaded by Malik and Himendra to approve the sponsorship, I also saw the logic in establishing a connection between Dilmah and Ceylon Cricket. The paths they had travelled were similar, despite simple beginnings going on to scale world heights, against seemingly-insurmountable odds.

SPONSORING THE NATIONAL TEAM

Our partnership began in 2001 and we signed on for a three-year term. Dilmah was the first totally home-grown company to sponsor Sri Lanka Cricket, previously supported by multinationals like Singer and Coca-Cola.

It was a fruitful alliance. At that time Dilmah had considerable market share in Australia, New Zealand, and Russia. Dilmah was also selling in about 80 other countries, including all the Test cricket playing nations and those aspiring to do so. We saw cricket as a key part of our marketing strategy, to make a bigger impact in some of those countries where we were already selling, but without the dominance and market visibility we enjoyed in Australia and New Zealand.

The sponsorship was also a cost-effective way of advertising Dilmah in cricket-mad India, the single country in all the world with the highest tea consumption, as well as the largest and, unarguably, the most fanatical collection of cricket fans. With the brilliant synergy Dilmah and our cricketers created, the Dilmah logo and the special brand of cricket our boys, played was exposed to millions of viewers in Asia and many countries in Europe.

A pensive Mahela, whilst Sanga and Sanath share a joke

In tea and cricket, British legacies both, the local inheritors had overtaken the founding fathers in international outreach and competitiveness, in a very short time becoming forces to be reckoned with – one in the global market place and the other in international cricket.

We followed the first collaboration with a second sponsorship, which lasted till 2008. Since then Dilmah and Sri Lanka cricket have moved on separately, that first World Cup win having propelled our cricket centre stage in the global arena. Despite fluctuating fortunes, our cricket is still a competitive force internationally.

The Dilmah influence on Sri Lanka cricket is still visible though, even after a very cordial disengagement of the official relationship more than a decade ago. Many countries still continue to associate Dilmah and Sri Lanka cricket; unsurprising, as even today in international fixtures between Sri Lanka and other countries, there are enthusiastic groups of lion flag-waving expatriate Sri Lankan supporters clad in the signature blue Dilmah shirt with yellow highlights, cheering the home side on. The Dilmah-Sri Lanka Cricket bond has outlasted the formal sponsorship deal.

A winning combination —Dilmah and our cricketers

Another useful outcome of the Dilmah-Sri Lanka Cricket association was that it placed our `Dilmah’ brand, which had primarily been an export-oriented brand, firmly in the public consciousness in Sri Lanka. In the promotion of Dilmah as a locally-owned international brand, the local market had been a secondary consideration. Concurrent with the Dilmah sponsorship of Sri Lanka Cricket, we were able to launch a serious marketing promotion of Dilmah within the country as well. Since then, Dilmah tea has been featured prominently in most supermarkets and shops in Sri Lanka.

Pursuing the Dilmah nexus with Sri Lanka Cricket, in 2016 we signed up Kumar Sangakkara as our ‘Brand Ambassador’ in India. Given the Dilmah commitment to ethical business, philanthropy, and conservation, and Kumar’s impeccable reputation as both a sportsman and an individual of absolute integrity, selecting him as our Brand Ambassador was both natural and logical.

As ‘Dilmah’ has done with Pure Ceylon Tea, establishing an image for quality and authenticity worldwide, for many years Kumar has provided the same service for Sri Lanka cricket, as its eloquent voice, both on the field and outside. An example is his sublime ‘MCC, Spirit of Cricket — Colin Cowdrey’ speech at Lords, which will be long remembered for its depth, variety, and richness, especially its fearless and unbiased exploration of crucial national issues, outside the game.

CRICKET AS AN ENABLER

In 2005 the MJF Charitable Foundation, in collaboration with the Sri Lanka Association for the Visually Handicapped (SLCAVH), sponsored the National Cricket of the Blind (NCAB) tournament, the only such platform in Sri Lanka for the visually handicapped. This annual competition, involving several teams from different parts of the island, enables the selection of the National Team to represent Sri Lanka at the Blind Cricket World Cup, held once every four years.

In January 2018, Dilmah sponsored Sri Lanka’s National Team for the Blind Cricket World Cup held in Ajman, UAE. The competitive spirit generated by these handicapped players is an example to the fully-abled. Another worthy initiative was the Joint Venture between the MJF Charitable Foundation and the Cricket Live Foundation (CLF) of New Zealand, designed to provide cricket coaching for less privileged children, using cricket as a pathway for a better future. This project was the result of our collaboration with Mike Dormer of New Zealand, business associate and friend, and founder of the Willows Cricket Club, Christchurch.



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New US sanctions on ICC, a fillip to worldwide political repression

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The International Criminal Court in session. UN Photo/Eskinder Debebe

US Secretary of State Marco Rubio’s warning to the International Criminal Court (ICC) was stark: ‘Either the ICC will end its threats, or we will end the ICC.’ It followed US central administration accusations that the court was unfairly targeting Americans on the basis of trumped-up war crimes charges.

However, a new plethora of sanctions has been clamped on the ICC by the US, which in turn has spurred accusations by sections of the world that the latter has unleashed an ‘assault’ on the international legal order.

What some of the sanctions would mean for the ICC was outlined by Rubio: ‘We will ban transactions with this rogue court, cutting off their resources and crippling their ability to operate against us.’

The ICC has shown consistency of purpose over the years. Despite some operational constraints it has indicted a large number of political strongmen from around the world, accused of war crimes and other governance excesses that come under its purview. Two such recent figures are: Russian President Vladimir Putin and Israeli Prime Minister Benjamin Netanyahu.

Rather than enjoy a mere nominal presence in the world community, the ICC has proved its effectiveness by detaining and bringing to justice scores of VIP politicians and others of their ilk who have been found guilty of human rights abuses and kindred excesses that come within the terms of reference of the ICC.

Accordingly, the international justice system would be stymied considerably as a result of the ICC being dis-empowered, particularly financially. Needless to say, potential and real perpetrators of the species of crime coming under the jurisdiction of the ICC would stand to gain most from such anarchic tendencies. That is, political repression globally would be enabled to enjoy a new lease of life.

A detailing of the types of crime coming under the purview of the ICC provides an idea of what it would cost the international community if the ICC’s operations are gravely hampered. They are mainly: genocide, war crimes, crimes against humanity and the crime of aggression.

That is, the part of the world to be worst affected would be the global South, since the latter is awash with the mentioned crimes. Needless to say, a chronically-disaffected South will sooner rather than later undermine the well being of the world dangerously. The world is already being put through these paces.

At the time of writing, ‘illegal migrants’ from the South, for example, are aggravating many a Western economy’s woes, besides creating for them acute law and order issues. The fact that these migrants’ presence goes on to become a virtual test of the migrant receiving states’ ability to forge domestic social inclusion in the face of jingoistic protests by mainly white supremacist groups is evidence of the latter. As is known, the US, to take just one example, has been up against this crisis for quite a while.

Accordingly, it will be in the best interests of the West if ‘illegal’ migrant arrivals on their shores are stemmed. If the socio-political and economic problems assailing the South are effectively managed through North-South collaborative, ‘trouble-shooting’ efforts the causes leading to ‘illegal’ migration and connected issues could be resolved at source as it were. For, it is the aggravation of the South’s material questions that lays the basis for the emergence of repressive and anti-democratic regimes in the hemisphere.

Until such time that the aforementioned issues in North-South relations are visited afresh and addressed urgently, a vibrantly functioning ICC would be needed. For, the latter would prove a deterrent to Southern political and military strongmen, highly prone to power abuse and like excesses, from coming into being in the wake of the South’s chronic material woes and the wars and conflicts that result from them.

It stands to reason then that the US would be acting in its own interests by enabling the ICC to perpetuate its mandate without hindrance. For a crop of issues that impinges negatively on internal law and order would be defused.

Meanwhile, there needs to be a meeting of minds among the rest of the West to put back in place a North-South dialogue process aimed at reducing some of the economic pressures that are weighing on the South.

Since economics usually drives politics it will be in the interests of the world community to scrutinizingly re-visit North-South issues of the past and put in place economic relief packages for Southern publics that would enable them to tide over their material hardships rather than permit the latter to aggravate into social disaffection and eventually armed militancy. It is the latter juncture that paves the way for the emergence of authoritarian rulers in the South who then go on to be a blight on their publics.

Accordingly, the Southern-based global development thinking of the past that envisaged a more equitable world economic order needs to be seen as an urgent need. That is, NAM’s international development paradigms need to be resuscitated to the extent possible.

It is unlikely that rightist governments of the West, such as the current Republican administration in the US, would find these projects feasible, but democratic states of Europe, led by perhaps the UK, are likely to think otherwise. For it would not be beneficial for the democratic world to be having on their hands repressive governments in the South who would be gravitating towards the major military and economic actors of the South, such as Iran and North Korea, who tend to be in constant power struggles with the West.

However, until such time that the mentioned, pro-people initiatives are given serious thought the ICC would need to be enabled by the international community to be in place comfortably and carry on with its mandate of bringing repressive rulers to book. Besides the ICC should pave the way for the peoples of the developing world to enjoy some substantial respite from the political repression and even terror which tend to be their lot.

Meanwhile, the wars of West Asia are relentlessly aggravating the economic hardships of people everywhere, driving the point home to enlightened sections that there is no alternative to peacemaking. A challenge is to convert the US under President Trump to this line of thinking.

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Clear, soft and shine-free skin

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This week, I give you five simple, time-tested homemade remedies that help reduce the appearance of blemishes, control excess shine and leave your skin feeling softer and smoother.

The Honey and Lemon Brightening Dab:

For stubborn blemish marks, this is a classic. Mix one teaspoon of pure bee honey with three to four drops of fresh lemon juice. Apply gently, only on the affected spots, and leave for 10 minutes before rinsing with lukewarm water. While honey soothes and softens, lemon helps to brighten naturally. Use twice a week in the evening.

Besan and Rose Water Oil-Control Pack:

An ideal remedy to combat shine, especially on the T-zone. Take two teaspoons of besan (gram flour) and mix with sufficient rose water to form a smooth paste. Add a pinch of turmeric for its antiseptic goodness. Apply evenly, keep for 15 minutes and wash off. It absorbs excess oil without over-drying, leaving a beautiful matte finish.

Aloe Vera and Cucumber Ice Soother:

Blend fresh aloe vera gel with the juice of a grated cucumber and freeze the mixture in an ice tray. Each morning, wrap one cube in a soft muslin cloth and gently rub over a cleansed face for 30 seconds. It calms, tightens pores and imparts a baby-soft smoothness.

Oatmeal and Curd Gentle Polish:

Roughness and old blemish marks need gentle exfoliation. Combine one tablespoon of finely powdered oatmeal with one tablespoon of fresh curd (yoghurt). Massage very gently, in circular motions, for one minute, leave for five minutes and rinse. It removes dead cells and unveils softer, clearer skin.

 Multani Mitti and Green Tea Magic Mask:

Brew some green tea and allow it to cool completely. Mix one and a half teaspoons of Multani Mitti (Fuller’s Earth) with the tea water to make a fine paste. Apply for 10 to 12 minutes – do not let it dry and crack completely – and wash off. It draws out impurities, fades blemishes and bestows a fresh, shine-free glow.

A Gentle Reminder:

As with any natural remedy, always do a patch test on your inner arm first. For those with oily or combination skin, avoid heavy coconut oil application and harsh scrubbing, as they tend to aggravate shine and blemishes.

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Compete, shine and be discovered at WCOPA 2027

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Dream of performing on a world stage? Well, here is your unique, golden opportunity!

The World Championships of Performing Arts (WCOPA) — the one and only official “Talent Olympics” — is the world’s premier global platform for aspiring singers, dancers, actors, models, instrumentalists, etc., to compete, shine and be discovered!

And, yes, this world stage is open to YOU, Sri Lankans living in Sri Lanka and overseas!

Held annually in glittering Las Vegas, WCOPA brings together over 70 countries, all competing for Gold, Silver and Bronze Medals, just like the traditional Olympics.

Lakisha Bernard: Will represent Team Sri Lanka at WCOPA 2027

Outstanding performers vie for the coveted titles of Junior and Senior Grand Champion Performer of the World, with winners and standout participants awarded over $500,000 in scholarships, cash awards and prizes to catapult their education and careers!

Sri Lanka is already making waves! At WCOPA 2026, Natharie Wickramasinghe, representing Team Sri Lanka, made the nation proud by winning a Bronze Medal in the Ethnic/Folklore Dance category!

Lakisha: Accomplished freelance Model and Fashion Design graduate

Recruitment for this prestigious competition is handled through a system of scouts and licensed National Directors — and this is where our very own Chris Rajendra, now based in Las Vegas, and National Director for Team Sri Lanka, comes into the scene.

If you are a singer, dancer, actor, model, instrumentalist — if you have talent burning inside you — contact Chris Rajendra today for registration and, who knows, you may find yourself in Las Vegas, and proudly draped in the Sri Lankan flag, at WCOPA 2027!

The contact address is: Chris Rajendra, wcopa.nationaldirector.sl@gmail.com

or chris.rajendra@gmail.com

Meanwhile, a star is born for 2027, in the form of Lakisha Bernard who is all set to represent Team Sri Lanka at WCOPA 2027.

Originally hailing from the sun-drenched coastal city of Colombo and now carving out her creative career in Canada, 22-year-old Lakisha is stepping into the international spotlight.

This accomplished freelance Model and Fashion Design graduate has officially been appointed as the Team Sri Lanka Promoter for Canada as she prepares to represent Team Sri Lanka at WCOPA in Las Vegas.

Lakisha brings a unique blend of high-fashion sensibility, captivating camera presence and expert garment design to the Team.

Having built her career, from local college shoots to high-glamour concepts, Lakisha’s inspiring journey embodies the true spirit of cultural bridge-building and creative resilience, bringing immense pride and recognition to Sri Lanka on the global stage.

WCOPA 2027 will be held at the legendary Westgate Hotel & Casino, Las Vegas, from 12th to 20th July – the very same iconic arena where the late, great Elvis Presley himself performed!

Your moment is now. Your stage is Las Vegas, so hurry and contact Chris Rajendra.

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