Spectators at the National Stadium in Kingston were in for a treat when WATA surprised them with a chance to win many prizes during the recent World Cup qualifier between Jamaica and the United States.
The giveaway was one of a number of efforts that WATA has injected into bolstering its support of the Jamaica Football Federation (JFF) and the Reggae Boyz.
Following an extended closure of the National Stadium, due to restrictions imposed to curtail the COVID-19 pandemic, through the digital space, the brand engaged football-loving Jamaicans and rallied the support for the sport.
After months away, fans joined the Boyz at the Office on November 16,, and WATA, the official hydration sponsor, was on-hand to ensure the spectators and players were hydrated before and after the game.
Recognising the importance of fan support of the sport, WATA made the decision to encourage islanders to unite around the national team. The brand launched a #WATAreggaewave dance, choreographed by dancing sensation Happy Feet ahead of the match.
REGGAE WAVE GAINING POPULARITY ON SOCIAL MEDIA
Tamara Ward, Wisynco’s senior marketing and public relations manager, sad that, as a local brand, WATA is embedded in the culture of Jamaica and dance is one of the expressions that is etched in the DNA of the country’s people.
The dance infuses dancehall moves and is arranged to be done to any dancehall rhythm by all ages.
Jamaica’s take on the ‘Mexican Wave’ is gaining more popularity within social media spaces.
Ward pointed out that, “we wanted a dance that was simple enough that anyone could do it, yet spunky enough to be relevant”.
Michael Ricketts, president of the Jamaica Football Federation (JFF), asserted that “WATA has always been very supportive of our [JFF] programmes and is a sponsor that has been around for such a long time”.
WATA added to its $43 million, five-year contract, an additional cash sponsorship of $5 million to support the team on their World Cup journey to Qatar.
Accordint ot Ward, WATA’s commitment to sports is a long-term one, and is indicative of the company’s belief in the skills and talents of local athletes and Brand Jamaica.
Recently the Reggae Boyz, who hold the sixth position in the CONCACAF World Cup standings, have been battling for much needed wins. The Boyz were able to revel in spectator support as they fought their way to a 1-1 draw with more than 4,000 spectators in attendance at the Stadium.
As WATA gears up for the upcoming schoolboy football season, Ward is confident that, as more Jamaicans get vaccinated, the energy shown for the national team will filter to the junior competition as well.
“Let us do our part and get vaccinated so that we can support our footballers in the stands as our presence makes a difference in the outcome of the match,” she said.
Ward is urging Jamaicans to visit the brand’s Facebook and Instagram pages @officialwata to learn the #WATAreggaewave, so the move can become a national show of unity and support at all football games.
“Learn the dance and share it on your social media pages so that everyone can catch the Reggae Wave and support the Boyz wherever they play,” she said.