By Alexis Monteith/Contributor

As part of its ongoing mission to modernise the club and reignite the city’s passion for football, Montego Bay United FC (MBU) has unveiled a new brand look.

The crisp and contemporary logo features two palm trees with sea birds in flight, capturing the essence of Montego Bay and honouring the club’s dedicated local and international fans. In a nod to its illustrious SEBA days, the club has chosen crimson red and forest green as its primary colours.

“We feel that this rebrand will bring an exciting energy to the fans and the team,” expressed MBU’s director of brand, Melissa von Frankenberg.

“This is the right time for MBU to evolve its identity following its competitive successes in the past few months, and it’s right in time for an aggressive push into the new season.”

While embodying a modern approach with global appeal, the new branding also honours both the club’s rich football legacy and its future aspirations.

The palm trees symbolise the strength and resilience of both the club and the city, as well as Montego Bay’s status as Jamaica’s tourism capital. The soaring seabirds represent the club’s unyielding spirit preparing to ascend beyond challenges and accomplish greatness while the forest green colour reflects the team’s deep roots and pride in its lush island. The fiery red ignites a spirit of passion, determination and a relentless pursuit of victory.

“The new brand look further signifies our commitment to making MBU FC a well run club that operates at international standards and has global appeal,” stated the club’s chairman, Yoni Epstein.

“Greater international appeal means more eyes on our players and our city. Our fan base is not just local, it’s also international, and so are the opportunities we want to provide to our senior and academy players.”

The fresh look coincides with the recent appointment of new Argentine Head Coach Rodolfo Zapata, signalling a new era for MBU as they set their sights on winning the Jamaica Premier League (JPL) championship within the next two years.

While the appointment of the new coach has garnered significant attention, MBU has remained tight-lipped regarding their upcoming player roster. However, club management has made clear its intentions to create an impact.

Epstein told Our Today last week that “over the next two to three years, our intentions are as follows: first, get back into the Caribbean Cup; second, win the Premier League; and third, develop and sell players to give them international opportunities.”

Founded in 1972 under the name Beacon, the club later transitioned to SEBA United before changing its name to Montego Bay United in the 2010s. Paving the way for rural teams, they became the first to claim the National Premier League title in 1987, a feat they replicated in 1997. Their dominance extended to four runner-up finishes in other seasons.

The club also made history by winning the inaugural Jamaica National Building Society Federation Cup in 1992 and again in 1995; and often been crowned parish champions.

In 1998, the club’s standout player, Theodore Whitmore, etched his name in history by scoring twice against Japan to give the Reggae Boyz their only win at a World Cup tournament.

Since coming under its present ownership in 2023, MBU has started an academy and committed to ongoing investment in the club’s training facilities, housing, and essential equipment to ensure that they remain a championship-calibre team.