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 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.