CB Foods has entered the football arena, kicking off a new three-year league partnership and becoming the official protein sponsor of Professional Football Jamaica Limited (PFJL), managers of the Jamaica Premier League.

This partnership was sealed on Thursday, December 5 at the offices of CB Group.

Janet Sylvester, divisional manager of CB Foods Ltd, expressed her company’s enthusiasm about the collaboration.

“We are thrilled to be part of nation-building. As a company with over 40 years in the industry we have contributed to various sectors including agriculture, entertainment, food and beverage, and we are now entering the sports arena. CB Foods aims to combine all our efforts to strengthen the Jamaica Premier League, focusing on youth development and supporting clubs and small businesses,” Sylvester disclosed.

“At CB Group we practise a culture of sustainability. Our purpose is to make a positive impact, and when we consider the future, our focus is on empowering people who will help us build sustainable industries. This mission aligns closely with our core values at CB Group,” she explained.

Samantha Fisher, the assistant brand manager of CB Foods, highlighted the significance of football in Jamaica.

“Football is more than just a sport in Jamaica — it’s a way of life, a unifying force, and a celebration of our culture. CB Foods has always been passionate about nourishing our people with care and quality, we are excited to be a part of one of Jamaica’s most beloved national pastimes. Through this collaboration we hope to ignite excitement, inspire greatness both on and off the field, and connect with the community, the footballers, fans, and foodies,” said Fisher.

For his part, Owen Hill, CEO of Professional Football Jamaica Limited, said CB Foods’ commitment to nation-building and community involvement augurs well for the alignment of both entities.

“CB Foods is a community brand, and we appreciate their boldness in not only expressing their values but also actively working to make a real difference. Our goal is to positively impact the lives of footballers, the community, and the clubs. This three-year partnership reflects our commitment and passion for changing lives through football. We are excited to see what the next three years will bring,” said Hill.

Hill emphasised the benefits of the partnership for the players.

“This partnership directly impacts the clubs’ overall mindset because more collaborations like this will lead to greater visibility. Motivation is crucial as it drives their performance on and off the field,” Hill explained.

CB Foods will engage with the community through its brands, including CB Chicken, Caribbean Passion, and Bad Dawg Sausages.