Red Stripe to the rescue

• Beverage manufacturers take on Premier League title sponsorship

Jermaine Lannaman,  Gleaner Writer

Chairman of the Premier League Clubs Association (PLCA), Edward Seaga, says his organisation is more than delighted that beverage company, Red Stripe, has come on board as title sponsors of the National Premier League.

The league, which will now be called the Red Stripe Premier League, yesterday got a welcome boost when the Diageo-owned Red Stripe committed to a three-year title sponsorship deal.

Both the sponsors and the PLCA declined to state the sponsorship figure, even though Red Stripe officials indicated that it is more than the $150 million three-year deal inked by the previous sponsors.

well-needed resources

"This sponsorship represents a significant injection of not only well-needed resources, but a partner who has long been a friend of football and who will take the sport to new heights," said Seaga.

"It took a while for us to get here but from the delays we believe we have a better product in terms of funding and the elevation of the image of the league, the PLCA, Red Stripe and football in Jamaica."

The sponsorship, which was announced at a press conference yesterday at the Spanish Court Hotel in New Kingston, will see proceeds going towards the administration of the league, particularly in the areas of club financing, television broadcasting and feature match promotions.

The club-financing element, which will see the 12 participating clubs receiving an allocation at the end of each month, is expected to primarily go towards the paying of salaries.

As it relates to television broadcasting, an allocation will be made to ensure that the feature game of each of the remaining 29 rounds will be produced at a high standard, commensurate with those at the highest level.

"A portion of the sponsorship will go towards the production costs associated with broadcasting games at a higher-than-normal level on television," said Jomo Cato, head of marketing, Red Stripe.

"This is so as, in addition to spectators attending games, we want to ensure that viewers at home, in bars and elsewhere can experience the passion and energy that we plan to bring to the league," he added.

Cato also explained that feature match promotion activities will be geared towards getting communities more involved with the league, with benefits to all involved.

Meanwhile, Renato Gonzales, managing director of Red Stripe, said his company had always been looking forward to partnering with the PLCA and league sponsors, and now that it is a reality, he is more than happy.

"It gives us great satisfaction that we can partner with the PLCA and the other league sponsors, and that we can share in the lives and passion of the players and the fans," said Gonzales.

"Football is more than just a game to Jamaicans. It represents life itself, as it is a means of employment, and it is also a great source of pride for the loyal fans who support their teams each week," he added.

The league's other sponsors, who at the start of the season committed to three-year sponsorship deals valuing $10 million each, are Jamaica National Building Society, the Jamaica Public Service and Supreme Ventures Limited, through their sports betting subsidiary Justbet.

The league will continue this weekend with the playing of the penultimate set of matches before the first end-of-round final.