By Paul Andre-Walker, Staff Reporter
Jamaica Football Federation (JFF) president, Crenston Boxhill (left), accepts a sponsorship contract from Red Stripe managing director Mark McKenzie at a press conference yesterday at the Jamaica Pegasus Hotel, New Kingston. Looking on (from left) are Sport Minister Portia Simpson Miller, Red Stripe marketing manager Roger Thompson and JFF first vice-president (marketing), George Evans. - Ian Allen/Staff Photographer
JAMAICA'S QUEST to qualify for the 2006 World Cup in Germany got a massive boost yesterday following a pledge by Red Stripe to donate $100 million in sponsorship to the national football programme.
Roger Thompson, Red Stripe's marketing manager, made the announcement at a press conference at the Jamaica Pegasus Hotel, New Kingston.
Dubbed the 'Red Stripe Reggae Boyz Journey to Germany 2006', Mr. Thompson noted that the Jamaica Football Federation (JFF) would receive a guaranteed $75 million in upfront money, with the additional $25 million to be raised through sales promotions.
"For every bottle of beer that is sold, Red Stripe will be giving one dollar to the 2006 World Cup qualifying campaign," he said.
He added that regardless of how the marketing strategy pans out, the JFF would still receive the full amount of the sponsorship.
JUST IN TIME
An ecstatic Crenston Boxhill, president of the JFF, in noting that the football programme was strapped for cash, said the money could not have come at a more ideal time. "With this arrangement, they have allowed us to comprehensively launch the campaign to Germany," Mr. Boxhill said.
His first vice-president of marketing, George Evans, was equally excited.
"They say that in order to get money from a bank they need you to give them the assurance that you don't need it. It is good to know that this company (Red Stripe) is not in the business of banking," he said.
Minister of Local Government, Community Development and Sport, Portia Simpson Miller, in her address, expressed her delight with the sponsorship agreement. She, however, pointed out that while the move by Red Stripe was in itself a good corporate gesture, the national football programme would do well with other sponsorship. "Ancient wisdom teaches us that the longest journey begins with a single step," she said, while pointing to "the many challenges that lie ahead for the Reggae Boyz on their journey."
Mrs. Simpson Miller also used her address to point out that Red Stripe, in structuring the sponsorship deal, had allowed the public to be a part of the road to Germany campaign.
"This sponsorship agreement opens the way for a very large number of Jamaicans to join Red Stripe in supporting the national team," she said.
The Minister noted that even with the fiscal constraints the country was now experiencing, the football programme was a worthwhile investment that had real significant value.
"Who can place a monetary value on what Jamaica has gained from having the Reggae Boyz as a focal point for national unity and as a free advertisement for the brand, Jamaica?" she asked.
The Jamaican football team in 1998 made history by becoming the first English-speaking Caribbean nation to play in the World Cup of football.
Also in attendance at yesterday's press conference was deputy head of Mission at the German Embassy, Werner Fleck-Chatelain, who greeted the press on behalf of Germany and wished the Reggae Boyz luck in acquiring a coveted World Cup final berth.
