Sport & Entertainment
JAM | Dec 6, 2023

Red Stripe unveils J$80-million partnership with JOA

/ Our Today

Reading Time: 3 minutes

Durrant Pate/Contributor

Jamaican brewery Red Stripe yesterday unveiled a long-term partnership with the Jamaica Olympic Association (JOA) valued at J$80 million.

The partnership, which was announced at Red Stripe’s Spanish Town Road office, will provide much-needed support to the JOA in preparing all Jamaican athletes across multiple sporting disciplines.

The occasion signifies the marriage of two iconic institutions to ensure a meaningful impact for sport in Jamaica.

The JOA, which has been a member of the International Olympic Committee since 1936, has done more than support athletes to take the global stage. Its support extends beyond competitions as it ensures that all sports administrators and officials are adequately trained. Red Stripe’s head of commerce, Sean Wallace, spoke about how the multimillion-dollar investment showcases his company’s commitment to Jamaicans and all that matters to them.

Red Stripe/JOA collaboration

He shared, “Our partnership with the Jamaica Olympic Association is yet another collaboration that will be woven into the rich fabric of our iconic history. For almost 100 years, we have poured into Jamaican music, art, food, culture, and of course, sports. We understand the importance of investing in our people, nurturing the next generation of talent, and honour the legacy of those who have exited the competitive arena. We are very excited about this partnership and everything it will do for future and development of sports.”

Red Stripe’s support of the JOA will help to cover expenses related to the training of athletes, procurement of equipment, travel expenses, and any other administrative support that the esteemed organisation needs.

JOA President Christopher Samuda expressed gratitude for the partnership.

He commented, “Both the JOA and our partner, Red Stripe, understand that sport gives character and is the DNA of human inspiration, sport is not just a hobby or something to be photographed but is a business of physical culture. We are grateful for the support Red Stripe has pledged to give and we look forward to an exceptional partnership.”

Red Stripe launch ‘Gold Glory’ campaign

Additionally, Red Stripe will launch their campaign entitled ‘Gold Glory’ which began yesterday (December 5,2023) and on January 19, 2024. The campaign will give consumers an opportunity to be a part of the excitement of the games.

The campaign will include a design competition that will challenge artistic consumers to create a limited-edition Red Stripe 6-pack which should be posted to their Instagram page. These designs should showcase the accomplishments of Jamaican athletes past, present and future.

The winner of this competition will have a chance to win J$500,000 and their design will be showcased in the Olympic Village of the upcoming 2024 Olympics in Paris, France. “Red Stripe will be giving ten lucky consumers and a guest, the chance to fly all-expenses paid to Paris 2024 to see our athletes compete,” Wallace said.

The great Jamaican beer will be celebrating 100 years in 2028 and is eyeing the 2028 games in Los Angeles. The details on how consumers can win this once-in-a-lifetime opportunity will be on Red Stripe’s website and social media platforms soon.


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