Red Stripe, the official beer of Jamaica, has unveiled a significant and enduring partnership with the Jamaica Olympic Association (JOA) worth $80 million Jamaican dollars.
This collaboration is aimed at providing vital support to Jamaican athletes across a range of sporting disciplines as they prepare for the upcoming Paris Olympic Games.
The announcement of this partnership, made at Red Stripe’s headquarters on Spanish Town Road earlier this week, marks a historic milestone, as two iconic institutions join forces to make a substantial impact on sports in Jamaica.
The JOA, a member of the International Olympic Committee since 1936, has a long-standing tradition of not only backing athletes on the global stage but also extending support to sports administrators and officials through comprehensive training.
The significance of this partnership
Richard Wallace, Red Stripe’s Managing Director, expressed the significance of this partnership. “Our partnership with the Jamaica Olympic Association is yet another collaboration that will become an integral part of our storied history. For nearly a century, we have contributed to 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 honoring the legacy of those who have contributed to the world of sports. We are highly enthusiastic about this partnership and its potential for the future development of sports.”
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Red Stripe’s support for the JOA will encompass various aspects, including covering expenses related to athlete training, equipment procurement, travel expenditures, and any other administrative support required by the esteemed organization.
Ryan Foster, General Secretary of the Jamaica Olympic Association, highlighted the significance of sports in contemporary society, stating, “Olympic culture is invaluable, and the sports economy has evolved into a billion-dollar global industry. Both the JOA and our partner, Red Stripe, recognize that sports build character and are at the core of human inspiration. Sports are not merely a pastime or a subject for photographs; they represent a cultural and physical business. We are deeply appreciative of the support pledged by Red Stripe and eagerly anticipate a remarkable partnership.”
Launch of the Gold Glory campaign
In addition to the partnership, Red Stripe launched the “Gold Glory” campaign, scheduled to conclude on January 19, 2024. The campaign provides consumers with an opportunity to engage with the excitement of the upcoming Olympic Games.
This campaign features a design competition, challenging creative consumers to craft a limited-edition Red Stripe 6-pack with a focus on showcasing the achievements of Jamaican athletes from the past, present, and future. The winning designer will not only receive $500,000 but also have their design prominently featured in the Olympic Village in Paris, France.
Wallace added: “Red Stripe will offer 10 fortunate consumers and their guests an all-expenses-paid trip to witness our athletes compete at the Paris 2024 Olympics.”
Looking ahead, the renowned Jamaican beer brand is set to celebrate its 100th anniversary in 2028 and has its sights on the 2028 Los Angeles Olympics. Details on how consumers can participate in this once-in-a-lifetime opportunity will be made available on Red Stripe’s official website and social media platforms in due course.