The Bermuda Cricket Board are looking to cash in on the cricket frenzy that has hit the Island this summer, launching a pre-Christmas merchandising campaign.

With the national side qualifying for the World Cup and reaching the semi-finals of the Intercontinental Cup, interest in cricket is at an all-time high ? something that has not escaped the attention of the BCB.

They are expected to release a series of advertisements in the lead up the season of giving, hoping to sell replicas of those jerseys worn with pride during an unprecedented summer of international success by the likes of Lionel Cann, Janeiro Tucker, Dwayne (Sluggo) Leverock, Clay Smith et al.

Extra stock has been ordered and the BCB are hoping to raise significant funds to plough back into the sport through the initiative which will see tracksuits, caps, t-shirts and polo shirts as well as both coloured and white cricket strips go on sale.

Although the plan to boost the merchandising plans were not expected to go ahead until the BCB had moved to their new Gorham Road offices, they have decided instead to take advantage of the festive season to shift the merchandise.

Replica shirt sales have never been truly big business in Bermuda in terms of national strips, with the majority of owners of such merchandise ? in both football and cricket ? those who have represented their country at one level or another.

The trend first began when Premier Alex Scott started wearing both replica shirts and caps at various cricket-related Press conferences and ceremonies.

The merchandising campaign is just one element of the BCB?s attempt to change the way the game is both played and administered in this country and is all part of a wider four-year plan to effectively overhaul cricket on the Island ? something the Government?s $11m injection will do much to help.