WE would not be surprised if the Jamaica Football Federation (JFF) is more than a little offended by comments from Reggae Girlz Head Coach Mr Lorne Donaldson, reported in this newspaper yesterday, as Mr Donaldson spoke of the need for absolute efficiency in travel arrangements for his squad to visit South Korea in early September,

One comment in particular jarred, to put it very mildly. Said Mr Donaldson: “We don’t want to do the Mickey Mouse stuff like before; we want to at least travel properly and get there properly. We don’t want to go all around the world to get to South Korea — we want the most direct route possible … Yes, when we arrive the delegation will be tired but at least we will be able to manage our recovery a little bit better if things are done efficiently.”

Mr Donaldson’s comments definitely do not represent diplomacy at work but let’s understand that he speaks from personal experience. He wants to make sure that amateurish errors and mismanagement do not arise yet again. Repeated bungling by the JFF is a matter of record.

The truth is that genuine respect can only be earned.

The task for the JFF going forward is to so professionalise and organise itself that not just players, coaches and others directly involved in football, but all Jamaicans will, over time, gain an impression of an efficient group of people best able to manage the sport.

For, as we have consistently said in this space, football is more than just a game, it is big business.

In that regard, we agree with Mr Donaldson that the JFF’s partnership with global sportswear giant Adidas — set to take effect early next year — is a big opportunity for the federation to get its act together. We are told that the deal is expected to support development efforts and represents a solid launching pad to revamp Jamaica’s football.

According to our reporter, Mr Donaldson believes the deal with Adidas leaves the ball in the JFF’s court to put the right personnel in place to formulate strategies and capitalise on the benefits … for the long term.

Hopefully too, the Adidas deal will remind local business leaders of the value that Jamaican football can bring.

Consider the words of Mr Nick Craggs, general manager for Adidas Global Football, as he looked forward to his company’s partnership with Jamaica.

Said he: “The country’s [Jamaica’s] potential on the pitch — of which the consecutive World Cup qualifications of the women’s team is a testament — along with the richness and global relevance of its culture, which resonates far beyond football and Jamaica’s borders, make it a great fit to join our Adidas international federations family. We look forward to celebrating many achievements together while contributing to the progress and future of Jamaican football at all levels of the game…”

Let’s not kid ourselves. Adidas is not coming aboard as a sponsor primarily because it wants to help the development of Jamaican football. It is proactively partnering with Jamaica and this nation’s unique brand primarily because it is good business.

Corporate Jamaica should pay keen attention.