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Pepsi quenches DPL with $17m deal

Published:Thursday | March 3, 2011 | 12:00 AM
Captain Horace Burrell (right), president of the Jamaica Football Federation, Edward Seaga (centre), chairman of the Premier League Clubs Association, and Carlo Redwood, head of marketing, Pepsi Cola, display the sponsorship commitment for the Premier League during a press conference at the Terra Nova Hotel in Kingston yesterday. Ian Allen/Photographer

Kwesi Mugisa, Staff Reporter

The local premier league had some of its thirst for corporate support quenched, following an agreement with soft drink giants Pepsi, which will the see the company pump J$17.6 million into the competition for the rest of this season.

The breakdown of the deal will see the firm allocate $10 million in cash to the Premier League Clubs Association (PLCA), an amount to be divided between all 12 Digicel Premier League (DPL) teams. A further $7.6 million will be handed out in products, which include Pepsi, the exclusive carbonated beverage Aqua Essential, the exclusive water of the league, and Gatorade, the exclusive hydration beverage.

"This is an investment not only in football but in communities," said Pepsi Cola Head of Marketing Carlo Redwood.

"We will look to strengthen the spectator support of the league at the community level ... teams playing in the league need the support, there is a lot of talent out there but they need the support," Redwood said.

The new deal represents a major increase from the hydration package the PLCA was able to secure last year, which amounted to $7 million in cash and kind from Wisynco, through its brand Wata.

Chairman of the PLCA Edward Seaga was understandably pleased that the company have lent their support to the premier league, and assured the sponsors that their money will be put to good use.

Grateful for contribution

"I want to thank them for being a part of the team that will come on board from the private sector. The associated products Pepsi and its products Gatorade and Aqua Essential Water are all essential to the fitness of the players," Seaga said.

Head of the Jamaica Football Federation, captain Horace Burrell, was also grateful for the contribution of the company.

"We are very happy and grateful that Pepsi has seen it fit to associate their brand with football," Burrell said.

"The growth and development of Jamaica's football cannot take place in any significant way without meaningful inflows from Government and the private sector," Burrell added.