Betting on each other... SVL, JAAA partnership reaps real rewards

Leighton Levy, Gleaner Writer

Ever since its inception a decade ago, lottery company Supreme Ventures Limited (SVL) has played a significant role in the development of sport in Jamaica.

To start with, SVL makes a monthly contribution to the CHASE Fund. The Culture, Health, Arts, Sports and Education Fund (CHASE), was incorporated on November 25, 2002, and began its operations in January 2003. It was registered under the Companies Act to receive, distribute, administer and manage the monetary contributions from the lottery companies in connection with sports development, early childhood education, health, arts and culture.

The company also spends millions of dollars each year supporting programmes like the annual Courtney Walsh Coaching Clinics, the Jamaica Rugby League, swimming, badminton, horse racing, netball, and football (Business House five-a-side football), domino, volleyball and golf. However, it is with track and field that SVL arguably has its best and most productive relationship.

longer vision

Supreme Ventures began sponsoring the annual national track and field championships in 2004, this before athletes like Asafa Powell and Usain Bolt became household names in Jamaica and across the world.

"When we made that investment we were looking at how do we build our brand - Supreme Ventures - but at the same time, how do we recognise our involvement in Jamaica. Track and field was seen as an excellent vehicle. It was not at the time when Usain was running or where Asafa was running, therefore for us it was a matter of seeing what the longer term vision was," said Brian George, president and CEO of SVL. "It's been an excellent partnership where it has worked well for us in our recognition as a good corporate sponsor and at the same time it has worked very well for track and field, so we are very happy about that."

According to the SVL CEO, at the time when they decided to invest in track and field, other corporate companies were spending money on other sports, primarily football. SVL, he said, believed that track and field was a worthwhile risk.

"We saw what was happening in track and field, we felt it was under served; nobody was paying attention to it, football seemed to be the thing to do and we said, no there were different places to be, so it really was an alternative to what were the expected popular investments because everybody was giving money to something else and we saw it as a real opportunity," said George, who gave credit to former SVL chairman Paul Hoo, who led the way to the company throwing its support behind track and field.

well received

The help has been very well received by the sport's governing body, the Jamaica Athletics Administrative Association (JAAA).

"What we sought from the very outset and they saw it right away was a partnership from which both organisations would benefit," said Howard Aris, president of the JAAA. "They seem quite satisfied that their involvement and support has been worthwhile. We have been quite clear that their support has been meaningful to us."

According to Aris, money invested with the sport including the $9.3 million in sponsorship for this year, will go towards hosting the recently held National Junior Championships, the National Senior Championships set for June 23-26, but also to assist with sending some athletes to the World Youth Championships in France in July. Over the decade, SVL has invested about $30 million in track and field which has been used to host the national championships, host camps for the athletes and help some athletes in financial need.