‘Now is the time’

THERE IS already momentum building around the Jamaica Football Federation’s (JFF) soon-to-be-launched ‘Road to 26’ campaign, punctuated by the revelation of the first set of sponsors backing the Reggae Boyz as they pursue qualification for the FIFA World Cup.

With just eight matches remaining, hopes are high that Jamaica are on the brink of securing a coveted spot in the tournament, which will be jointly hosted by the United States, Mexico, and Canada.

At a sponsors’ signing ceremony held at Stewart’s Automotive Group’s Jaguar showroom in Kingston, Stewart’s Automotive Group, St Mary’s Snacks, and Supreme Ventures/JustBet were introduced as new campaign partners. These brands join long-standing sponsor Wray & Nephew as part of the JFF’s Road to 2026 campaign.

The sponsorship will provide vital support for the team’s training, logistics, and preparation during this final phase of qualification. With matches scheduled across June, September, October, and November, the Reggae Boyz are entering a decisive stretch in their World Cup journey.

JFF President Michael Ricketts expressed appreciation for the renewed level of sponsorship.

“This is a special day for Jamaican football. We are deeply grateful to these incredible sponsors who have stepped in to support the Reggae Boyz and the dream of another World Cup appearance. Their belief in the team reflects the hope and pride football brings to our nation,” he said.

Jackie Stewart-Lechler, managing director at Stewart’s Automotive Group, said: “Stewarts Auto Group has been on board since René Simões in 1998, and we are vested. We obviously have shared values. We are about performance, reliability, and excellence – and we both represent the best of what Jamaica has to offer. As transportation partners, we’re proud to journey with the Boyz to 2026.”

Candice Bulli, brand manager at St Mary’s Snacks, shared: “For St Mary’s, this is a no-brainer. Snacking and football go great together – and we’re known for our bold crunch and good vibes. The Boyz bring heart, passion, and a drive to win, which is what our brand and this sponsorship is all about.”

Kajay Rowe, assistant vice president, marketing and innovation at Supreme Ventures, stated: “As the Caribbean’s premier sports betting brand, JustBet has always celebrated the passion and excellence of sport — and football runs deep in our Jamaican identity. This partnership with the JFF is an investment in our shared dreams. We’re proud to support the Reggae Boyz on their journey to 2026 and help ensure the black, green, and gold flies high on football’s biggest stage.”

Tanya Lee Perkins, JFF ambassador with responsibility for sponsorships, confirmed more announcements are expected over the next two weeks, with an official campaign launch slated for June.

“The Boyz are on the cusp of greatness, and we’re building momentum. Corporate Jamaica’s support will be felt all the way to the World Cup.”

For JFF General Secretary Dennis Chung, there is always room for more companies to join the movement: “There’s new energy, strong leadership, and clear vision within the JFF. Now is the time for corporate Jamaica to align with football and be part of something transformational.”