Sport

Big bucks for Boyz

By PAUL ANDRE-WALKER, Staff Reporter

Minister of Local Government, Community Development and Sports Portia Simpson Miller (right) shares a joke with Deputy Head of Mission at the German Embassy Werner Flek-Chatelain (second Right), JFF president Crenston Boxhill (second left), and Red Stripe managing director Mark McKenzie at yesterday's announcement of a $100 million sponsorship agreement between Red Stripe and the JFF held at the Jamaica Pegasus Hotel yesterday. - Ian Allen

JAMAICA'S BID TO qualify for the 2006 World Cup in Germany got a big boost yesterday when local brewers Red Stripe Beer pledged to donate $100 million in sponsorship to the national football programme.

Roger Thompson, Red Stripe's marketing manager, was the bearer of the good news at a press conference at the Jamaica Pegasus Hotel.

Dubbed the 'Red Stripe Reggae Boyz Journey to Germany 2006', Thompson said the Jamaica Football Federation (JFF) would receive a guaranteed $75 million in up-front money, with the additional $25 million to be raised through sales promotions.

"For every bottle of beer that is sold, Red Stripe will be giving one dollar to the 2006 World Cup qualifying campaign," he said.

He added that regardless of how the marketing strategy pans out, the JFF would still receive the full amount of the sponsorship.

Strapped for cash

Crenston Boxhill, president of the JFF, in noting that the football programme was strapped for cash, said the money could not have come at a more ideal time.

"With this arrangement, they have allowed us to comprehensively launch the campaign to Germany," Mr. Boxhill said.

Minister of Local Government, Community Development and Sports, Portia Simpson Miller, in her address, expressed her delight with the sponsorship agreement. She, however, pointed out that while the move by Red Stripe was in itself a good corporate gesture, the national football programme would do well with other sponsorship.

"Ancient wisdom teaches us that the longest journey begins with a single step," she said, while pointing to "the many challenges that lay ahead for the Reggae Boyz on their journey".

The Minister noted that even with the fiscal constraints the country was now experiencing, the football programme was a worthwhile investment that had real significant value.

"Who can place a monetary value on what Jamaica has gained from having the Reggae Boyz as a focal point for national unity and as a free advertisement for the brand, Jamaica?" she asked.

The Jamaican football team in 1998 made history by becoming the first English-speaking Caribbean nation to play in the World Cup of football.

Also in attendance at yesterday's press conference were Deputy Head of Mission at the German Embassy, Werner Fleck-Chatelain, who greeted the press on behalf of Germany and wished the Reggae Boyz luck in acquiring a coveted World Cup finals berth. National coach Carl Brown and several players were also on hand.