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LIME and FLOW announce $28m two-year deal with JAAA

Published:Tuesday | August 4, 2015 | 5:47 PM

LIME and Flow are now major partners of the Jamaica Athletics Administrative Association (JAAA) and will sponsor all its national championships and teams as they have inked a two-year deal worth $28 million.

The announcement by the merged entities took place at Terra Nova All Suites Hotel yesterday.

LIME manager for sponsorship and events Stephen Miller revealed that the agreement will encompass all junior and senior athletic programmes and events owned or associated with the national track and field athletics body.

This will include national junior and senior trials, CARIFTA trials and championships, Junior Central American and Caribbean Games, Jamaica Athletics Administrative Association development meets, and the Jamaica Invitational meet. Other support for the association will include providing telecommunications infrastructure and products over the stated period.

"LIME and Flow will power the JAAA and all its events over the period ... and we will make sure the fans feel our presence at these events," Miller told the gathering.

However, he warned entities to respect their rights as exclusive telecoms sponsor of the JAAA or suffer the consequence.

"We respect the rights of all those who support athletics, and as such, we expect that our rights as exclusive telecoms sponsor for all JAAA events will be fully respected. Our exclusive advertising right as telecoms sponsor at all these events will be safeguarded and fully enforced," he urged.

Dr Warren Blake, the JAAA president, said that the team to the World Championships in Beijing in under a month's time could be the largest and most diverse Jamaican team to ever participate at the Games and said that every contribution towards the programme is appreciated.

"The cost to Beijing is formidable. The cost for airfare alone runs into five or six million. The needs of the JAAA go a far way than that ($28 million), but this goes a significant way towards meeting our needs, and we are quite happy for this partnership," he said.

"The $28 million is quite a boost for us, and it will put the JAAA in a position to better look after and support our athletes," Blake stated.


Minister without portfolio with responsibility for sports Natalie Neita-Headley said the merger exemplified what private-public sector partnerships can achieve.

"I am very happy to be part of every and any occasion where the private sector and the public sector can come together for the benefit of the development of sports in Jamaica. Without the partnership of the private sector, it just does not work," she said.

LIME has been a major sponsor of the JAAA, sponsoring high school development meets, the Jamaica Independent Schools' Association (JISA) national Prep Champs, ISSA/Grace Boys and Girls' Athletics Championships, as well as several outstanding athletes.

"This move is a bold one and I know we will benefit wholeheartedly," said Neita-Headley.