Jamaica Trade and Invest (JTI) is negotiating a deal with Usain Bolt that will see the record-holding sprinter put his name behind “Brand Jamaica” in an effort to further promote investment locally.

LAst Friday, JTI president Sancia Bennett Templer said JTI is looking forward to “formalising an agreement with (Bolt) that will help us to sell brand Jamaica in its totality to the world” even while details of the deal were still being worked out.

“JTI regards a brand association with Usain as an important alliance to tell the full story about Jamaica,” said Bennett Templer at ‘The Best of Brand Jamaica Reception’ held at the Gran Bahia Principe Hotel in Runaway Bay, last Friday.

The reception was a collaboration between Jamaica Trade and Invest (JTI) and World and Olympic champion sprint champion Usain Bolt to promote brand Jamaica to the world.

Minister of State for Industry, Investment and Commerce, Michael Stern said Bolt represents the best of the country. He noted that although recognition of the Jamaican brand worldwide began many years ago, Bolt, through his outstanding achievements, “has taken us to another level”.

“I cannot imagine, therefore, a better platform for highlighting the best of brand Jamaica,” he said.

Stern pointed to huge potential in the creative industries, but noted that “we have to protect what we already have… in ensuring that we aggressively protect our image, our brands and our registered trademarks”.

Bolt, who was appointed Ambassador-at-large by the Jamaican Government, said he is always happy to represent his country.

“I want you to know that I will always be willing to invite persons to come to Jamaica because it is a wonderful place with wonderful people,” he said, adding that he would continue to do his best to make the country proud.