Legend JPL sponsorship ‘massive’ on all accounts

Andrew Mahfood, CEO of Wisynco, producer of Legend Beer, says the company’s sponsorship of the Jamaica Premier League (JPL) is aimed at helping Jamaica’s football talent reach the world stage, while supporting the competition’s long-term growth.

Mahfood was speaking at the official launch of the organisation’s $300-million, five-year sponsorship agreement with the JPL, which is now the Legend Jamaica Premier League (LJPL), at the AC Marriott on Tuesday.

He expressed excitement about the talent within the league and what players can achieve with the support being provided.

“It’s an awesome day. We launched the Legend Jamaica Premier League and it really has been an amazing evening, with all the heads of the league, the club owners, the people. This is a serious step for Legend.

“We are going to stand behind the Jamaica Premier League. We are going to push the talent of our Jamaican people and watch them soar overseas and locally. It is a great industry and we are happy to be a part of it,” he said.

“There is nothing closer to the heart of the Jamaican people than great talent, sports and football.”

Chief Executive Officer of Professional Football Jamaica Limited (PFJL), Owen Hill, said the investment is significant because the five-year agreement provides continuity for the league.

He said it also represents a vote of confidence in the progress that has been made.

“This speaks to the fact that the product is investable and the clubs are investable, and we are very happy that Legend has come on board.

“The fact that they are willing and choosing to invest with us, we have to prove why football deserves it and why they need to come back year after year. So while it is five years, we want this to be a 50-year partnership.”

Cavalier FC’s Rudolph Speid welcomed the sponsorship, noting that it comes at an important time. However, he believes the league will be equally beneficial to the Legend brand.

“It is a big investment. It is something that we need. This investment is timely and worth it and we just hope other corporate companies will come on board.

“They (Legend) are a young brand as a beer. I think it will be a beneficial partnership for both. This sport will allow them to get a greater market share than what they have now experience. It is a smart business move.”

Montego Bay United’s Yoni Epstein said both the size and duration of the investment demonstrate what corporate Jamaica can do to advance football’s development at all levels.

“It is massive and I think it is a huge start; and a company like Wisynco here in Jamaica with size and power, I think a lot of people will follow and want to support football in Jamaica,” he said.

livingston.scott@gleanerjm.com