Kwesi Mugisa, Staff Reporter

Andrew Desnoes, general manager, Kingston Beer, announces his company's $3.6m three-year sponsorship deal with Waterhouse Football Club (WFC) during the half-time interval of their Cash Plus Premier League match against Tivoli Gardens at Drewsland Mini Stadium on Sunday. Looking on are Lisa Bell (left), marketing manager, Kingston Beer, and from right Bruce Bicknell, chairman WFC, club executive Anthony Smeikle and players Weston Forrest and Andre Hickling - contributed

Waterhouse Football Club (WFC) received welcomed support from yet another corporate entity as Lascelles Wines and Spirits, through their brand Kingston Beer, unveiled a three-year $3.6 million sponsorship deal.

The beverage company, who will soon move their brewery to within the region of the Waterhouse community, made the announcement during the half-time break of Sunday's impressive 2-0 Cash Plus Premier League victory over leaders Tivoli Gardens.

"This is the community that our business operates in and we feel that initiative can be a great vehicle for both our brand and moving forward with the community," said Andrew Desnoes, general manager Lascelles Wines & Spirits, brewers of Kingston Beer.

"Waterhouse is an exciting team, we are pleased to be on board, they are on the up and who knows, maybe us coming on board today was a bit of good luck," joked Desnoes.

Monetary price

With the deal expected to be more than just a monetary price tag, the company is hoping to also have serious involvement from the standpoint of social intervention. One project will even see several post-game parties held at several places in the community on game days, and it's that aspect of the package which makes WFC Chairman, Bruce Bicknell, excited.

"This is good for the community. We are trying to create a brand with Waterhouse. We need more invest-ment but that can only happen with sustained peace projects like this which involves the community. It will go a long way towards that effort," Bicknell said.

"I must commend Kingston Beer for taking this big step. It sends a message to corporate Jamaica and that is that we all have a social responsibility.

"In the innercity it's not simply a lack of opportunities, but also a lack of neglect. Us having them on board in a sense, in this process, helps to bridge the gap. There are a lot of problems but they can be solved - not with a magic wand, but with intervention," he added.

13-point chase

The club last won the premier league in the 2006 season following an exciting 13-point chase and passing of the once runaway leaders Harbour View.

The community had been affected by sporadic flare ups in violence over the last couple of months, including an incident back in October when seven people were shot, two fatally, in a drive-by incident that took place at, ironically, Unity Lane.

A lot of effort, facilitated by the club, has been carried out to change that situation and this has proven fairly successful in recent times as the violent incidents have subsided.

Football remains the heartbeat of the community which continues to thrive. On Sunday, while the men's team was showing itself to be legitimate contenders for this season's crown, the Waterhouse women's team was presented with the Women's Premier League Trophy in front of the sizeable crowd at the stadium. Waterhouse were crowned champions last Saturday after beating Portmore Strikers 6-5 on aggregate.