Sat | Sep 18, 2021

JFF seeks marketing boost from Moore Hues link

Published:Thursday | July 15, 2021 | 5:50 AMLivingston Scott/Gleaner Writer
Jamaica Football Federation headquarters in St Andrew.
Jamaica Football Federation headquarters in St Andrew.

In a move to improve its marketing efforts, the Jamaica Football Federation (JFF) recently signed a consultancy agreement with Moore Hues – a global strategic brand marketing agency that operates primarily in North America – to push its brand and generate sponsorships.

Despite changing three marketing managers in the last five years, the JFF’s marketing department was largely ineffective in generating sponsorships, especially that for the senior men’s team and its 2022 World Cup-qualifying campaign set to kick off this year.

Marketing Manager Shanique Dunchie says, the federation wants the new partnership with Moore Hues to tap into the American market and will use the Gold Cup tournament, now taking place in the United States, to kick-start this thrust.

“The Moore Hues company is responsible for marketing in North American, exclusively there,” Dunchie told The Gleaner. “We have a partnership that will facilitate us getting assistance from large or medium-sized companies in North America.

“Moore Hues has a lot of ties in sports and entertainment, and they have a lot of connections that could prove very beneficial to us in the near future,” she added.

Dunchie pointed out that the company’s founder, Vanessa Moore, also has tremendous experience in the creative and production industries, which could prove beneficial.

“I am confident that with these connections we can forge relationships, whether with existing bodies or new persons interested in the Reggae Boyz’ story of qualifying for the World Cup again. It is a story to be told,” she said. “We have a very good team and how we perform in the Gold Cup could set up the start of our World Cup-qualifying campaign.

“We believe this energy will be much improved based on our experience in the Gold Cup,” she continued.

In the wider picture, the JFF aims to improve its overall merchandising – at home and abroad – and Dunchie anticipates financial benefits by the time World Cup qualifying begins.

“We are going in the way of getting merchandising out. We believe the sale of our kit is pretty integral in getting the support that we need locally and in the diaspora. We released the kit late last month, and we want to release it in Jamaica very soon. We hope to have them before the start of the World Cup qualifiers,” she shared.

“Getting sponsorship is a next thing. Not just cash sponsorship, but other programmes that will be integral and important to the diaspora. Before the qualifying campaign begins we hope to start seeing some revenue. We are working to have most things in place before, and we know other people will want to come in if it proves to be successful,” she further stated.

“We are not just looking for people to jump on board. We have to see how we can work together so that Brand Jamaica, especially local brands, can partner with us. We are patriotic and we want to know that local brands are a part of our World Cup-qualifying campaign,” Dunchie continued.

“It is also great to know persons or existing companies overseas want to be a part of this, and this year they will see the value of the brand on the Reggae Boyz, the Jamaica Football Federation and the Reggae Girlz,” she said.