Jamaica Football Federation drafting policy on branding

André Lowe, Senior Staff Reporter

In the wake of several high-profile branding arguments in the local football arena, particularly featuring the major telecommunication players, the Jamaica Football Federation (JFF) has moved to create a framework for local football sponsorship with the creation of a branding/commercial policy.

Though still in its embryonic stage, there are already several major points that are being recommended that are not going down too well with some stakeholders.

It is hoped that the document, which is expected to be ready before the end of November, will sedate the turbulent marketing wars that have spilled unto football fields, with the most recent cases seeing Digicel and Claro flexing their muscle at the perceived risk of the greater good of the sport.

With LIME announcing their presence in no uncertain terms recently with a $15 million sponsorship of the St Catherine Football Association, the local regulators are bracing for more clashes and are moving quickly to try and establish certain guidelines for football sponsorship in the island, which, it is hoped, will protect the brands as well as the image of the sport.

"Yes, we are now finalising a new branding policy that will allow for a certain level of order and consistency in that aspect of the commercial arrangement of the sport," confirmed JFF general secretary, Horace Reid. "It is expected that at latest by the end of November, this policy will be presented."

Four-time national champions Tivoli Gardens, who are sponsored by Digicel, were embroiled in a telecoms tussle recently, after they failed to come to an agreement with the Kingston and St Andrew Football Association (KSAFA) over the displaying of the Digicel advertising boards at their Edward Seaga Sports Complex home ground during a Claro-sponsored competition.

All parties were at it again in 2009, this time because of an impasse over the use of logos on referee kits. Claro is KSAFA's main sponsor in a deal said to be worth $100 million, while Digicel has pumped in even more as an official sponsor of the JFF.

"There have been several incidents but there was the recognition even before those that there was a need to start looking at these type of arrangements. It is the JFF's responsibility to ensure that there is good order in the marketplace and to allow for the participation for just about everyone who wants to participate in the sport, once it's going to be beneficial," Reid added.

It is understood that several stakeholders have taken issue with a number of recommendations within the draft, in particular the proposed article that limits the amount of boards entitled to a sponsor; and also a proposed compromise which allows for the presence of "no more than three" competing advertising signage at venues.

Sources close to KSAFA and the St Catherine FA have dismissed this proposal and underlined that they are only looking to protect the rights of their sponsors, who are not interested in allowing com-peting brands to be displayed during their competitions.

Reid would not speak directly to the contentious points, but called for a degree of compromise from all parties.

"It's premature to discuss any aspect of the policy because it is still in its embryonic stage and, therefore, the committee will continue looking into all of the factors. The committee has the responsibility to take the decision that is best for the sport," Reid said. "There definitely needs to be room for compromise."