Telecoms giant LIME (now in the process of a massive
re-brand to FLOW) has "tied on" to the athletics ruling body Jamaica
Athletics Administration Association (JAAA) in a two-year deal announced
Tuesday (Aug 4) at the Terra Nova hotel.
The $28-million exclusive arrangement will see the
rebranding communications company sponsor JAAA-sanctioned events through the
busy sports period up to and just after the 2016 Olympics in Rio. These events
include the popular Jamaica Invitational as well as the closely-watched
National Senior and Junior Trials.
The deal, according to LIME/FLOW Sponsorship manager Stephen
Miller, is the first major sponsorship commitment since the controversial
acquisition of FLOW by LIME's parent Cable & Wireless Commmunications. it
also comes against the backdrop of an embarrassing incident at the last Boys
and Girls Athletic Champs(sponsored by LIME), in which the winner of a particular
event, ripped open his gear to reveal the words "Be Extraordinary"
known as the slogan of LIME's competitor, Digicel.
At the announcement, the sponsorship manager emphasized that
the company's sponsor and branding rights would be "respected and
safeguarded" doubtless a reference to the recent challenge.
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