JFF's branding policy almost ready

André Lowe, Senior Staff Reporter

After more than two months of deliberation and consultations, it seems that the Jamaica Football Federation (JFF) is now close to finalising its highly anticipated branding/commercial policy document.

The Dale Spencer-chaired committee, which was convened to lead the process, is scheduled to meet this Monday and is expected to present a final document to the JFF board of directors two days later at their next sitting.

JFF General Secretary Horace Reid confirmed that a conclusion of the process is imminent, and that he was extremely pleased with the headway that has been made since deliberations started a couple months ago.

"There is a meeting scheduled for the committee this coming Monday and it is hoped that the committee will be able to conclude to present a position to the board, which meets next Wednesday," said Reid.

Spencer was also hopeful that everything would be ready by next week, but was a little more careful when asked to confirm the timeline.

"I would say generally that the discussions have been amicable, and we have made considerable headway in formulating these regulations that will aid the federation in its efforts. Things are progressing very well and we will certainly be done long before the February 28, 2011 deadline that we have," Spencer said.

The document was originally expected to be ready before the end of last month, but an extension was granted by JFF president, Captain Horace Burrell, to the end of February next year.

Busy schedules

"It was difficult for the different members of the committee and the stakeholders to facilitate the different meeting dates. For instance, the chairman of the committee was travelling extensively as well, and just returned from Digicel Cup duties. So one of the problems is definitely the difficulty of getting everybody at the meetings and synchronising it because of their schedules," Reid further explained. "Nevertheless, the committee is hoping to conclude its work on Monday."

Both men were also reluctant to delve into any details as it relates to the major points that were contested by the various stakeholders, some of whom are bitter rivals in their respective markets.

"It's not a question of opposition, it just people wanting an opportunity to execute their rights and advertise their products, and we want to put a regulation in place that will allow for that orderly execution," Spencer offered.

Reid was, however, quick to point out that the federation was extremely pleased with the level of cooperation that was shown by all parties.

"The support and cooperation for a policy has been embraced by all, and we are extremely encouraged with the level of cooperation so far," Reid said.

Jamaica's football landscape has been rocked with several well-publicised branding disputes, particularly featuring the main players in the telecommunications industry.

It is hoped that the document will bring some order to the turbulent marketing wars that have spilled on to football fields.