Cash Strapped Boys' Town FC got a nutritional boost with a $250,000 one-year sponsorship Vitamalt deal with Danish company Royal Unibrew on Tuesday.
René Vestergaard, commercial director for Royal Unibrew Caribbean Ltd, told the Jamaica Observer that they try to help where they can.
"Its part of our tag line, 'Vitamalt Takes Care of You', so we always try to be part of the local communities where we sell our products. For us being part of a football club like this is always good experience and it helps promote our product very well and in line with what we want to associate," said Vestergaard.
"If you ask me, I prefer this any day over any big track star or athlete because this is the vital soul of Vitamalt to be apart of the community," he reiterated.
Boys' Town are currently fifth in the Red Stripe Premier League on 34 points, 11 adrift of the leader Harbour View on 45 points and head coach Andrew Price is happy for the boost and hope it will propel them to victory.
Said Price: "We hope that we have a long lasting relationship and it goes a long way in helping us win the title this year".
"We definitely appreciate it for them to come on board through their brand Vitamalt and Powermalt to support the programme. It is really well when corporate Jamaica steps forward and support a club like Boys' Town. We really appreciate it and we have the brand principal (Vestergaard) who is even in Jamaica to come here and make the presentation himself, makes it even more special," said Price.
In 2010, Royal Unibrew donated a full shipping container of Vitamalt as relief for the earthquake victims in Haiti.
This sponsorship might not be to that magnitude, but it is understood the deal is actually nearer to $500,000 as the sponsors will also be helping with training gears as well.
David Walton, local brand manager, said they wanted to support inner-city communities and with the excellent relationship with Boys' Town it was easy to choose this club.
"We decided to come on board and give them the proper support in cash and kind and support the community. We want to form that synergy with the Vitamalt brand and football in Jamaica," said Walton.
"We will also be engaging the spectators with the Vitamalt brand doing give-aways, samplings and van salesman selling at a discounted price to the vendors," he added.