Leighton Levy, Gleaner Writer
Doug Hollywood Gore is making moves to capitalise on his growing brand by becoming the face of Fish Pot, the growing fast-food franchise owned and operated by RainForest Seafood.
The champion circuit-racing driver, whose rivalry with David Summerbell Jr has drawn many fans to the local racing circuit, says he didn't believe his racing sponsors were making the most of their partnership with him.
"The Doug Hollywood Gore brand is a brand in itself, and I don't think my sponsors are using the brand that is right there in their faces," he said. "They need to use me more to capitalise on what they have done for the sport. So, I was telling them that they were not using 'Hollywood' as they should. So, they (Rainforest) have now made me the brand ambassador for Fish Pot, their fast-food restaurant that they will now be opening up throughout the island."
Gore said, as the brand ambassador, his face will now be on billboards and in advertisements for the daily newspapers and the electronic media.
"They'll be putting my face in the brand of ready seafood. Doug Gore being the racing champ, branding seafood with me, hopefully, now it will be a win-win situation," he said.
The speedster, whose ATL-sponsored Audi TT makes him almost unbeatable on the local racing circuit, says he will be looking for his other sponsors to step up their game.
"I've been telling PetCom (another of his sponsors) to use me more. It rolls off the tongue - when people talk about Doug Gore, they talk about Audi and ATL. I have to look around and keep my other sponsors going," Gore said.
This move, he said, will only serve to strengthen what he is able to do as a result of his success in circuit racing in Jamaica.
"This is one more step in the right direction for me because, as the years progress, I need to be able to go to sponsors and say, 'Listen, I am a brand - just like how they use athletes in other campaigns, I am an athlete also. Corporate sponsors will then say, 'Hey, if they are doing that and getting rave reviews, why shouldn't we do it too," Gore added.