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Serge Island taps into Weir's popularity

Published:Thursday | February 6, 2014 | 12:00 AM
Serge Island's brand ambassador, track and field athlete Warren Weir (left), speaks to the media about his role during a press conference at the National Stadium yesterday. Looking on is Byron Thompson, CEO/managing director of SEPROD. - Jermaine Barnaby/Photographer

Ryon Jones, Staff Reporter

Warren Weir has become the latest track and field athlete to land a corporate deal after he was yesterday unveiled as the brand ambassador for Serge Island Milk and Monster Milk.

The 2012 Olympic 200 metres bronze medallist and silver medal winner in the half-lap event at last year's World Championships, has been signed by Serge Island for two years, with them having a right to refusal in the third year.

Both parties opted not to disclose the monetary value of the deal. However, when Weir's agent, Cubie Seegobin, was asked if it is an arrangement that will make his client comfortable, this was his response: "I would say that would be an understatement," Seegobin, who also oversees fellow track star Yohan Blake's affairs, shared following yesterday's press conference at the National Stadium.


"I am into only quality deals and it is only Warren's second deal, as we are very selective. When we do deals it has to be good money," he pointed out.

The 24-year-old Weir is delighted that dreams he had as a child are manifesting.

"I do drink Serge Island milk and it was, therefore, easy to accept this honour of being named brand ambassador for Serge Island 'cows' milk' and Monster Milk," Weir shared. "I am also pleased to be associated with a company whose commitment to youths and track and field is obvious.

"I want when I retire for parents to be talking to their kids about Warren Weir and the Serge Island products. So, I will certainly be leaving a positive mark on the track, off the track and everywhere."

Chief executive officer and group managing director of Seprod, the parent company of Serge Island, Byron Thompson, explained why Weir was chosen as the company's brand ambassador.

"He is a celebrated athlete, a young man of impeccable character, has the upbringing to be a role model to our youths and he has a good future as an athlete; so those were the main elements of our decision to engage him," Thompson disclosed.

Minister without portfolio in the Office of the Prime Minister with responsibility for sports, Natalie Neita-Headley, who along with Opposition Leader Andrew Holness and other parliamentarians and dignitaries were in attendance, commended Serge Island for appointing Weir.

"It was not so long ago that the comments rained down that local athletes could not acquire sponsorship," Neita-Headley reminisced. "That day is fast becoming a thing of the past, as our continued global success has inspired local entities to strike while the iron is hot.

"I encourage companies to look at the second tier - those athletes who show outstanding potential, but have not yet achieved greatness," she added.