Kingston, Jamaica – Jamaica Football Federation (JFF) President Michael Ricketts has announced an exciting new chapter for Jamaican football following the signing of a multi-year partnership with US-based sports marketing company C11. This deal aims to significantly boost the visibility and marketability of Jamaica’s national teams on the global stage.
The collaboration, which was finalized after discussions during the Reggae Boyz’s Copa America campaign in June, will see C11—known for its work with top European clubs like Manchester City, FC Barcelona, and AC Milan, as well as major leagues such as La Liga and Bundesliga—take charge of marketing Jamaica’s national teams in international markets.
Ricketts emphasized the importance of this partnership in enhancing Jamaica’s football brand. “What the JFF really wants is to diversify our marketing operations. We wanted 876stream to handle our local marketing efforts, and we signed with C11 to gain more global exposure,” he said during a virtual press conference on Monday. “They will focus on Europe, North America, and other regions to help us secure overseas partnerships. We are optimistic that this move will make a significant impact by the end of the World Cup qualifiers and the Nations League.”
JFF Secretary-General Dennis Chong highlighted the potential benefits of the partnership in addressing long-standing challenges. “The JFF brand, including the Reggae Boys and Reggae Girls, is well-known, but we haven’t fully leveraged it. By working with 876stream, Business2Sports, and now C11, we aim to expand our brand’s reach and secure the funding necessary for football development. Expanding our brand and deriving value from it is crucial for taking our football to new heights.”
Vinnie Malcolm, President of Malcolm Media Advisors, will work closely with C11 to maximize the partnership’s impact. He stressed the importance of engaging the Jamaican diaspora, which numbers around 1.2 million, as a key part of their strategy. “We want to capture the passion of the Jamaican diaspora and use the upcoming football calendars to enhance the JFF brand through commercial and marketing opportunities,” Malcolm said. “Tourism is a major industry for Jamaica, and we hope that attending games in Jamaica and the region will become a regular part of life.”
Malcolm also outlined plans to use players as brand ambassadors to attract sponsors. “We have experience marketing teams in the US and are adept at working with talented players. We aim to position them as spokespeople and leverage opportunities to connect them with sponsors,” he added. “Our goal is to enhance the players’ visibility and potentially create financial opportunities for them, depending on their support.”
With this strategic partnership, the JFF is poised to enhance its global presence and strengthen its brand, ultimately aiming to elevate Jamaican football on the world stage.
