THE upscale sports bar and grill, Cuddyz has officially joined the Reggae Boyz train for the long journey to Brazil 2014 which begins tomorrow with a friendly game against Canada inside the National Stadium.

The food and drink establishment — located in the New Kingston financial district and run by former Jamaican cricket great, Courtney Walsh — will provide catering services for the football programme, and will also make its facilities available for press conferences and other functions.

President of the Jamaica Football federation (JFF) Captain Horace Burrell said the partnership was a logical one as both organisations are sports oriented in function and service delivery.

“We are particularly happy that Cuddyz, thanks to the Honourable Courtney Walsh, has come on board with us as we chart our course for a place in Brazil 2014,” he said.

“Cuddyz will provide catering services for our functions here, plus they will provide for the team on game days and also at the hospitality lounge at the National Stadium and the sky boxes,” Captain Burrell added at a press event at the establishment at Dominica Drive on Thursday.

He said Cuddyz’s delicacies will also be available for sale to fans at Jamaica’s home matches.

Captain Burrell, the visionary behind Jamaica’s historic qualification to the France 1998 World Cup, also announced other initiatives to be undertaken by the JFF.

Among them is a collaborative effort between the Federation and Salvation Army for a collection drive at ‘The Office’ tomorrow to raise funds for Haiti’s needy earthquake victims and the Haitian Football Federation, decimated by the 7.0-magnitude quake.

Also, a line of shirts from kit manufacturer Kappa will be on sale at the match venue, signalling the launch of an aggressive merchandising campaign as the cash-strapped JFF pulls out all the stops to generate desperately needed funds to finance its programmes.

The exciting designs include polo shirts that will retail for US$50 (J$4,500) and T-shirts go for US$30 (J$2,700).

Starting tomorrow, teams will be accompanied onto the pitch by students at the preparatory and primary levels similarly to what obtains on the international scene.