Legend confirmed as new JPL title sponsor in $300 million deal

Wisynco Group brand Legend was officially confirmed as the new title sponsor of the Jamaica Premier League (JPL) on Tuesday, in a long-term deal valued at $300 million – described as the largest investment the company has made in local sport. Speaking at the launch of the Legend Jamaica Premier League at the AC Hotel on Tuesday night, Wisynco CEO Andrew Mahfood said the partnership represented a significant vote of confidence in the country’s football product, with ambitions extending beyond branding to greater fan engagement, stronger club visibility and more opportunities for young Jamaicans. “This partnership — Wisynco’s largest investment in Jamaican sport — is a long-term vote of confidence in local football,” Mahfood said, to rounds of applause. “Let me be clear, we are not here for one season. We are here to help build something meaningful and lasting," he added. The announcement marks a major commitment by the Jamaican-owned manufacturer and distributor to the local game, with Mahfood insisting that Wisynco’s involvement is about helping to build a stronger and more sustainable football product. He said the partnership with the Jamaica Football Federation (JFF), Professional Football Jamaica Limited and the league’s clubs builds on Wisynco’s existing support for the Women’s Premier League, the Reggae Boyz and the Reggae Girlz. “At Wisynco, we believe in the power of sport to unite communities, inspire young people, create opportunity, and bring out the best of the Jamaican spirit,” Mahfood said. “Football is part of our DNA and we see how it strengthens communities and opens doors for the next generation.” Mahfood believes there is a natural connection between Legend, a Jamaican brand produced by Wisynco, and the ambitions of the country’s footballers, clubs and supporters. He pointed to the qualities of passion, authenticity, determination and pride associated with the brand as characteristics that also define Jamaican football. “Every player is pursuing a dream. Every club represents a community. Every supporter believes in something greater,” he noted. He continued: "That relentless pursuit of excellence is what being a Legend is all about.” While Legend assumes the title sponsorship, Mahfood explained that the partnership would extend across several Wisynco brands, each expected to contribute to different aspects of the league experience. Worthy Park Rum Mix will support the adult matchday experience, while Mamba Stout is expected to connect with supporters. M.POWA will target ambitious young Jamaicans, and Powerade will focus on preparation, hydration and recovery. “Together, our brands will help take the JPL from good to great,” Mahfood said. However, the Wisynco chief executive stressed that the company’s ambitions were not limited to having its brands displayed at matches and around league venues. He said the focus would be on improving the overall football experience, creating stronger connections between clubs and their communities, and giving the competition greater visibility. “Our ambition goes beyond signage and branding,” Mahfood said. “We want stronger fan engagement, greater visibility for clubs, and deeper community support.” Most importantly, he said, the partnership should help younger Jamaicans view football as a genuine pathway to opportunity. The investment comes at a time when stakeholders continue to look for ways to strengthen the domestic game, improve its commercial appeal and create a more compelling product for supporters, sponsors and players. “Jamaica has the talent. The clubs have the passion. And our players have the ambition to take Jamaican football even higher,” he said. Mahfood described the launch as more than the unveiling of a new title sponsor, saying it represented an opportunity to elevate Jamaican talent and communities through a stronger league. “Tonight, we launch more than a league — we launch a bigger stage for Jamaican talent, Jamaican communities, and Jamaican dreams,” he said. “The whistle is about to blow. The next chapter starts now. Welcome to the Legend Jamaica Premier League. Let’s make it Legendary," he concluded.