Digicel Premier League title contenders, Harbour View, have extended its sponsorship arrangement with GlaxoSmithKline, through its flagship product Lucozade Sports and have signed on Purity Bakery as its official breads and buns sponsor, as they seek to cut cost and make the club viable in the prevailing economic times.
The club, which has a history of striking meaningful partnerships with corporate entities, signed a two-year, $2 million sponsorship deal with GlaxoSmithKline, while Purity Bakery, in its first official foray with the club, has agreed to a one-year deal worth $210,000.
GlaxoSmithKline, who will in return will get advertising and promotional gigs via the partnership, will over the next 18 months to the end of the Premier League season in June, 2010, provide $80 cases of lucozade sports drinks per month (800 cases annually); $250,000 cash per annum; and quarterly product contributions to community outreach programmes for kids in the seven basic schools in the eastern zone.
Signboards
GlaxoSmithKline in return will receive one billboard (21'x 10') and two perimeter signboards 20'x 3' at the stadium, including Feather Banners & 'A' cards; season tickets; brand recognition in all advertisements; game-day announcements on the public address system; sampling at community-based events; and endorsements by players, coaches and managers.
"We have tried to improve all aspects as it relates to how the club operates and this year one of our main objectives was our nutrition and hydration programme," said Clyde Jureidini, general manager of Harbour View, who are second in the Digicel Premier League on 38 points, one behind reigning champions Portmore United.
"We have two teams, the premier league and Under-21 teams in camp all season long and we have to nourish them properly. The players train twice a day, four days a week, 8 a.m. in the morning and in the afternoon. We have to thus provide, breakfast, lunch and dinner and in-between snacks, and this is very costly," he explained.
"So to get Glaxo SmithKline and Purity Bakery to come on board at this time is timely and we are indeed grateful to both of them as we know that at this time it is difficult for companies. We just hope that in return, the incentives we have offered will be of benefit to them," added Jureidini, whose club, in addition to the 60 DPL and Under-21 players on roster, also caters for seven other age-group teams, including Under-13 and women.
Buns and breads
Purity, for their involvement, is already providing the club's weekly camping programme, starting from Friday, January 9th, 2009 and going through to January 10th, 2012, with buns and breads; product sales in four concession bars during games; buns for special Easter sales blitz; bread and buns for monthly community outreach programme with schools; and, gift baskets at games for most valuable players and special guests.
Purity in reply will get access to a billboard and signboards; exclusive official bun and bread sponsorship category rights; sale of these products in (four) concession bars; inclusion in all HVFC advertising, press conferences, promotion, plus camping with breakfast/lunch/snacks and community outreach programmes; and, any player, coach, manager or member for endorsements of products in advertising or promotional campaigns.