Spencer Nel, Senior Director of Sports Marketing at Adidas, has confirmed the German sports goods manufacturer’s interest in partnering with the Jamaica Athletics Administrative Association (JAAA), while underlining the company’s deep-rooted involvement with the sport on the island.

“Adidas has a long and successful history of working together with leading Jamaican athletes – we sponsor numerous high schools and invest heavily into sports development at both the grassroots and elite level, with programmes like the Racers Track Club. The Jamaica Athletics Administrative Association (JAAA) is one of the best track and field federations in the world with an incredible history. We are always looking to collaborate with leading federations across sport and would welcome an opportunity to work together in the future,” Nel told the Jamaica Observer.

The JAAA is currently in the last eight months of their contract with Puma and are not legally able to negotiate or discuss proposals with competing brands until six months prior to the expiration of that deal.

NEL… We are always looking to collaborate with leading federations across sport.

Adidas reportedly pitched a $5.9 billion package to the JAAA in the latest attempt in a decade-long courtship of the JAAA. This follows a similarly impressive offer in 2014, which was eventually rejected by the JAAA.

JAAA president Garth Gayle has steered clear of discussing the approach and made it clear that the organisation intends to respect the terms and conditions of their current deal with Puma.

“It cannot be discussed at the level of the JAAA because simply, we are in contract and we have to abide by all the principles that govern that contract,” Gayle said on Thursday.

GAYLE… says JAAA will respect the terms and conditions of current deal with Puma.

According to documents obtained by the Jamaica Observer, Adidas has crafted an eight-year offer – effective January 2025, valuing US$22.2 million ($3.4 billion) in cash over the period and an additional US$16.6 million ($2.5 billion) in products for a total investment of US$38.8 million ($5.9 Billion) or US$4.85 ($749 million) million a year.

This dwarves the value of the JAAA’s current deal with Puma, which is believed to fall in the region of US$1 million ($154 million) a year and is set to expire in December. Puma, it should be noted also has a ‘Right of First Refusal’ clause in their deal, which compels the JAAA to inform Puma of any competing offer and also means that if Puma matches said offer, the JAAA would be obligated to accept.

Importantly, Adidas’ offer also includes Licensing and Digital rights, as well as royalties at 10 per cent of net sales on all JAAA branded products on a yearly basis. The proposal also features cash incentives for medals won at the Olympic Games, World Championships, World Indoor Championships, World Junior Championships and World Relays.

The German athletic apparel and footwear corporation has sponsored a number of Jamaica’s top athletes and clubs over the years including Yohan Blake, Warren Weir, Veronica Campbell Brown, Bert Cameron, Herb McKenley, Trevor Campbell, Arthur Wint, Raymond Stewart, Aleen Bailey, Antonio Watson, Oblique Seville, Roshawn Clarke, the Glen Mills-operated Racers Track Club and Maurice Wilson’s Sprintec Track Club.