Newly-appointed Jamaica Football Federation (JFF) Marketing Committee Chairman Chris Dehring is well aware of the global appeal of Jamaica’s brand and its potential to further influence the JFF’s commercial efforts.

He, however, warned that if the country’s football programme is to meet its technical and economic potential, there is a need for consistent performance at all levels.

While the make-up of the federation’s marketing committee is still being finalised, Dehring, who has managed major sporting executions such as the 2007 Cricket World Cup and who boasts a successful history of entrepreneurship, has been entrusted with the reins in another key appointment by the Michael Ricketts-led JFF. This follows the assignment of another respected member of corporate Jamaica, Dennis Chung, to the general secretary role.

Dehring told the Jamaica Observer that while the JFF’s recent partnership with German sports goods giants Adidas points to the potential value of the island’s football product, there is much work to be done as far as increasing the marketing footprint around the programme.

“We have to respect the work of the JFF to attract a major global sports brand like Adidas. Working for years in sports, I know how difficult that must have been. Having achieved that however, we must support that deal to the fullest as the substantial reward of getting it, is only matched by the substantial risk of losing it,” Dehring stated.

“There are many factors that would have gone into Adidas’ decision to come onboard and undoubtedly the marketability and potential of our national brand would have contributed to it. The repeat of our [Reggae] Girlz going to the Women’s World Cup shows a level of consistency that brands like Adidas would have recognised and also valued,” he said.

Dehring identified the need to secure resources for the national programmes as the most pressing issue facing the organisation and believes that consistent high-level performances and qualification for the World Cup will be crucial for the success of any marketing effort going forward.

“Generally the need to generate resources to sustain our national programmes will always be a priority. Resources of course include financing, but there are other key ingredients that have to be fed into the production line in order to have a sustainable, desired product outcome. This starts with players at every age group, equipment and, of course, facilities. There will be short-term needs as we go from event to event such as the upcoming Women’s World Cup but that cannot detract from putting in place overarching medium- and long-term plans,” Dehring reasoned.

“Maximising potential ultimately means generating resources for reinvestment into the sport for sustainability. The JFF must put in place a plan that will have our national teams at every age level being more regular participants at global tournaments like World Cups,” he said.

Dehring also noted that an improved domestic league and the exposure being granted by having Jamaicans playing in important competitions overseas will also have a positive impact on the brand’s value.

He underlined that the JFF’s efforts will be aided by the ability to attract more local and international partners and also highlighted an increase in digital presence and engagement as critical areas that need attention.

Meanwhile, Dehring said that he was looking forward to the opportunity to contribute to the programme in this manner.

“Football played a major role in my personal growth, development, and satisfaction. So I have always tried where possible to volunteer support to the sport and the JFF over the years. This iteration comes at an opportune time for Jamaica’s football given the current and future prospects of both the Boyz and Girlz teams and as always I will try my best to serve a sport I love and one that has significant national importance,” said Dehring.

Dehring is an experienced senior executive and entrepreneur with significant experience in the telecommunications industry. He was a founder of Jamaica’s first investment bank, Dehring, Bunting and Golding, and played a key role in the launch of Sportsmax. He is also behind the cable television system, Ready TV.