Heads-up for DPL

THE re-branding of local football will be of utmost importance for the Premier League Clubs Association (PLCA), with the hope of tapping into the overseas market, said chairman Edward Seaga at the launch of the 2010/11 Digicel Premier League season yesterday.

For football to benefit, Seaga suggested that a concerted effort must begin now to professionalised the sport locally.

"Brands do not stay in place, they are put in place and they soon lose their impact if they are continuously refurbished and improved," said the former Prime Minister.

"We can brand football in a manner which will take it to new height, a new development status, and put Jamaica before the world in a new perspective," he noted.

"This is a small country with a small spectator audience that turns out at big events," said Seaga. "If we intend to make football a professional game, we have to look in terms of putting Jamaica on the map in other countries to produce a product that is welcome in other countries to be able to tap in to the bigger audience... who want to see the product," he added.

"So it will not be uncommon to see football games from the Premier League abroad in the areas where our people are resident, like New York, being shown on a regular basis. When you penetrate that market, you can talk about earnings from television and you can talk about the unflow of funds that will help us to build a better Premier League," said Seaga.

In 2008 Digicel took over the sponsorship of the league from the defunct Cash Plus Ltd to the tune of $150 million for three years, and the telecom giant is promising another exciting season.

Digicel Jamaica's CEO Mark Linehan said his company is proud to continue its three-year sponsorship of the competition, which has become a "fantastic showcase of the community football in Jamaica".

"Digicel is committed to supporting the development of football in Jamaica and we're looking forward to what is sure to be another exciting season of 'the beautiful game'," said Linehan.

"In addition to the fantastic football on display, this season, fans of the Digicel Premier League can look forward to a host of half-time activities such as competitions and the chance to win big prizes with Digicel," he noted.

Capt Horace Burrell, president of the Jamaica Football federation (JFF), reiterated that this season is likely to be more intriguing than ever.

"This year's competition is going to be most exciting and I understand that there will be several iniatives put in place to create even more excitement and interest.

"I will ask managers of clubs to give of your best in terms of discipline and professionalism in the interest of the development of Jamaica," said Burrell.

The 12-team competition is set to kick off on Sunday, August 29, with defending champions Harbour View hosting Humble Lion at the Compound.

Benfica of St Ann will be making their debut in the top flight, while three-time winners Reno FC have made a return after being relegation in the 2008/09 season.

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