IN only their second season of sponsoring the Red Stripe Premier League, brand manager Erin Mitchell says sales of the flagship brew have spiralled.

The Diageo-owned Red Stripe had come to the rescue of the Premier League Clubs Association (PLCA) in 2011 after telecommunications provider Digicel ended a threeyear $150m deal, and so far there are no noted regrets

Mitchell, who attended the trophy presentation to champions Harbour View following their 2-0 home win over Waterhouse FC recently, said her organisation is more than satisfied with the return on their spend.

“We definitely see positives in terms of our sales, brand image, what people are saying about Red Stripe, so it’s been very good for us. It is clearly worthwhile. We are very glad that our second-year sponsor has gone very well,” Mitchell told the Jamaica Observer, although the exact sales figures were immediately available.

Harbour View, in securing their fourth Premier League title following victories in 1999/2000, 2006/07 and 2008/10, amassed 73 points, inclusive of 20 wins from 38 games with five defeats and 13 draws.

The Stars of the East finished eight points clear of Waterhouse on 65 points with dethroned champion Portmore United and Arnett Gardens third and fourth, respectively, on 58 points.

With talks of a paradigm shift in the structure of football in Jamaica on the cards, Red Stripe is cognisant of that fact and are ready to act accordingly.

“We have done some improvement incorporating social media into the broadcast and for next year we look to obviously keep improving, and one of the things on the table is how we adjust the league format in conjunction with the PLCA,” said Mitchell.

With Harbour View being crowned champions weeks before the scheduled closure, Red Stripe is itching to have dialogues with the ruling PLCA and the Jamaica Football Federation in keeping the public interested to the very end of the season.

Since taking control of the league, Red Stripe introduced the Monday Night Football Fiesta concept, switching the matches aired live on television to the reluctant public. But the idea was an instant hit and became a favourite pastime for thousands of football lovers across the island.

The Monday Night football package had beers and jerked pan chicken at reduced prices, plus the added entertainment of guest dancehall artistes.

Following the Harbour View/Waterhouse game, Mitchell was just as happy as the Harbour View fans who celebrated their team’s victory.

“We had dancers, we had Idonia performing and we had a lot of excitement and that’s what we hope to bring to the matches for next season,” she noted.

Next season, Red Stripe’s contract as sponsors will come to an end, but Mitchell hints her organisation might be there for the long haul.

“I certainly hope so. That is our plan and all the conversations we have with the PLCA are all about the long haul and we look forward to next season and what new we can do,” said Mitchell.