Popeyes Jamaica has officially announced its title sponsorship of the “Popeyes Challenge Cup” in partnership with CVM TV, committing $20.5 million over the next three years to revitalise knockout football in Jamaica. 

The tournament, which held its launch event at the Barbican Beach Bar, is set to unify the local football landscape by pitting 7 Jamaica Premier League (JPL) teams against 18 grassroots teams from the Jamaica Football Championship (JFC) in a high-stakes, cross-tier competition.

The investment marks a significant milestone for the brand as it seeks to deepen its roots within Jamaican communities.

“This represents one of the most significant sports sponsorship commitments Popeyes Jamaica has undertaken,” said Tiffany Wiggan, Popeyes Brand Manager. “With a $20.5 million investment over three years, Popeyes is making a deliberate commitment to local football because we see the value it continues to create, not only on the field, but in communities across the island. We are investing in the fans, the players who bring passion, and the communities that keep football alive.”

Oliver McIntosh, President and CEO of CVM Television, emphasised that the partnership was born out of a shared vision for grassroots development and national reach. While the initial season features 25 teams, McIntosh revealed ambitious plans for the tournament to become a pillar of the local sporting economy over the next few years.

“We expect the competition to grow and include more grassroots teams. Next year, we’re expecting all 14 Premier League teams and all 18 JFC teams to play,” McIntosh stated. “Sport is not just the 22 players on the field; it is about the ecosystem of football. This tournament fuels business for the communities—from referees and commissioners to security guards and the vendors selling products around the grounds. We think this will help grow the economy and help to provide jobs and support within local communities.”

The return of the knockout format, which has been dormant for several years, was hailed by technical leaders as a “David versus Goliath” opportunity for under-scouted talent.

“I’m happy that Popeyes decided to take part in a competition like this. It is needed,” said Reggae Boyz Head Coach Rudolf Speid. “It allows different levels of teams to participate in the same competition and gives the lower-ranked team a chance to play with the higher-ranked teams, which enables them to assess the difference in quality. National coaches in the past have found some diamonds and gems from the lower-level clubs,” said Speid.

To maximise community engagement, CVM TV confirmed that the tournament will take the action directly to the people. “The important thing to know is that we’re going to the communities; we’re going to do live games and live matches from the communities,” McIntosh noted.

For fans, the partnership promises an integrated match-day experience that merges Popeyes’ signature meals with the passion of the game. Whether attending live activations at match sites or watching the broadcast from home, Popeyes aims to also make its bold flavours a staple of the Jamaican football ritual.

“Through this partnership, we are proud to add our own flavour to the experience while supporting the growth and visibility of local football over the next three years,” Wiggan concluded.