It is not very often you step into an elegantly designed room filled with influential women from across various industries talking to other women about football.

When it comes to engaging women in sports, football in particular, many often lack interest based on the fact that it is a male-dominated sport.

But this was not the case Tuesday as premium beer brand Heineken capped off its first ‘Belles Who Ball’ series by fêting a host of women to brunch and the UEFA Champions League (UCL) second-leg semi-final match between Real Madrid and Bayern Munich at Regency Terra Nova.

Heineken banners in the driveway, a stylishly set dining area and flat screen television sets placed strategically throughout the room, gave a good indication that something big was happening. And the ‘Belles’ were out in their numbers, with several men also on hand to complement them.

Jodi Hylton, brand manager of premium beers and new product innovations, pointed out that the initiative, which is a part of their UCL ‘Share the Drama’ campaign, was designed to be a special day to recognise women sports.

“One of the things we know is that Jamaicans love football and Jamaicans love the best in football which is the UCL and everybody knows that Heineken is a global sponsor, but in Jamaica we don’t really make the connection every day.

“So that’s one of the things that we have been trying to do differently this year and that is why we have been having the viewing events weekly in our key on trade outlets like Tracks & Records and Triple Century, and even this event today (yesterday) at Regency… it is just about doing things in our local market to kind of carry those things together,” Hylton told the Jamaica Observer.

Among those present were FIFA assistant referee Stephanie-Dale Yee Sing and manager of University of the West Indies (UWI) FC Kerry-Ann Robinson, both of whom were earlier recognised by Heineken for their roles in football.

Tanya Lee, marketing manager of Sportsmax was also recognised for her contribution to the business of sports, as her knowledge of sports such as football, secured her a top position in one of the Caribbean’s largest sports network. She was, however, unable to attend yesterday’s event due to other obligations.

“The role of Jamaican women is of importance and women are really important in Jamaica, even in the realm of sport and so we wanted to highlight that as something that is different. We don’t want to say it is an underserved segment, but I definitely think that it is something that we can shed a little more light on and give a little bit more attention to.

“So these are people who love football and they are here with a few others as well in the excitement because women are big in football and that is something that we kind of wanted to highlight,” Hylton noted.

Robinson concurred as she expressed gratitude to Heineken for the initiative.

“I think it is a good initiative involving women in sports as well because it is obviously a male-dominated sport and you usually find less of this initiative, so we actually thank Heineken for this,” she said.

Meanwhile, for Yee Sing, the day could not have gone any better as it was topped off by her being drawn as the lucky winner of a 43-inch smart TV from Appliance Traders Limited (ATL).

“For Heineken to recognise us as just a few females who are involved in football is amazing; I never really expected anything like this so I am pretty surprised and grateful to be one of those that were recognised.

“I am happy that I can be an ambassador for women in football and also for Jamaica as I not only represent myself when I officiate in games on the international scene but I represent my country as well,” Yee Sing said.

— Sherdon Cowan