1 year ago
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LEGENDARY JAMAICAN sprint coach Glen Mills hopes the Jamaica Administrative Athletics Association (JAAA) makes the most of the current contract offer sports apparel giant Adidas has put on the table.
Mills, who coached many-time Olympic and World champion Usain Bolt, told The Gleaner that the Adidas offer of US$38.8 million ($5.9 billion) or US$4.85 million per year (($749 million) should serve as an indication of the value of Jamaican athletics and that the JAAA must take advantage of this situation so that they can make conditions better for local athletes and coaches, who have worked hard in less-than-favourable conditions to achieve success in the sport.
Still, Mills is concerned that sports’ administrators in the country have had a history of not choosing the best deals available.
“The offer, made public by Adidas, is a significant upgrade in terms of the numbers because I am not aware that any sport in Jamaica’s history has had that type of offer made internationally or locally.
“What it does is gives an indication of the value of our track and field in the international arena,” he said.
“I would go further to say it may even value more. So if we have a competitive situation, I am sure there are other companies that would want to partner with Jamaica,” he said.
He noted that only the United States can match the Caribbean nation’s achievements at major games, especially in the sprints, however, he does not believe that administrators of the sport, over the years, have always done their best to get maximum value.
He insists that anything less than the best deal would be a disappointment and disservice to the coaches and athletes who have been toiling in less-than-ideal conditions.
“The executives in charge of running the association, are they marketing us and getting the kind of return that resembles what we truly value?
“The levels we have attained in track and field, only one country in history has outdone us and that is the USA.
“The sport needs to get maximum value that can be attained to plough into the development of the sport.
“The sacrifices our coaches make across the island at all levels, from primary, high school, and at the national level, along with the work of the athletes and their performances.
“When you consider that over the years how we have struggled to properly finance our efforts within the programme, this is an opportunity to see if we can garner the financial stability to really push track and field to greater heights,” he said.
The current value of the JAAA’s contract with PUMA is said to be in the region of US$1 million ($154 million) per year.
EXPIRATION DATE
The contract is due to expire in December, with a six-month period prior to the end of the deal before the JAAA can negotiate with competing brands.
Although present contract holders PUMA will have the ‘right of first refusal’, Mills does not think the JAAA will even entertain the Adidas offer, citing the 2014 rejection of another impressive offer from them.
He also found it unusual that Adidas made their offer public, especially now that former PUMA CEO, Bjørn Gulden, is now the chief executive of Adidas since January 2023 and would have first-hand knowledge of the kind of deal his former employer has with the JAAA.
“I am curious that it has been made public at this early stage. To the best of my knowledge, the sport (locally) has not exhibited a culture of allowing for that bidding period to be exercised, and I know Adidas has been trying to get the attention of the JAAA for some time.
“So it’s a bit unusual that Adidas, in making a bid, would make the bid public because it would put them at a disadvantage if they were to go into an open market.
“The other contenders would be aware of what is on the table. And if you get offers which are above what your contract is, you would take it to the current holder for them to have the first right of refusal.
“However, it begs the question, is it that they (Adidas) are aware or being told that there would be no consideration of the offer at any time? So I am curious as to why they have come out. They have been trying to get the attention of the JAAA, and making this public makes it a bit curious as to what has been transpiring,” said Mills.
Only two months are remaining before the door is open to other sponsors with Mills insisting that whichever deal the JAAA accepts, based on what Adidas has put on the table, it should be reflected in the improvements and advancement of Jamaica’s track and field locally and internationally.
“Competition drives business, so if you allow for the (bidding) period to be exercised, if you open yourself to that type of bid, the competition might allow you to get even more than what Adidas is offering. Then that is great for Jamaica and the sport.
“If that is done, then we should see, in time, the fruits of that. That would change the landscape of our track and field once the money is put back in the sport in a meaningful way.
“We will see the association able to do a lot more to develop the sport and make a greater contribution. So while the details of the (new) contracts can be a secretive matter, the result will have to be seen publicly.”
English (US) ·