Howard Walker, Staff Reporter

Jamaica Football Federation president Crenston Boxhill (left foreground) and Air Jamaica's senior vice-president - sales and marketing, Paul Pennicook (right), look over the final details of their sponsorship deal worth $35 million over four years. Looking on from left are national goalkeeper Shawn Sawyers, Sandrea Falconer, Air Jamaica's director of communications, the JFF's general secretary, Burchell Gibson, William Rogers, Air Jamaica's senior vice-president - industry affairs, and Reggae Boy Demar Phillips. - Contributed

THE REGGAE Boyz's Road to South Africa 2010 World Cup campaign got a $35 million boost from Air Jamaica when the airline became the first company in the Platinum Group to renew its sponsorship of the national programme.

Air Jamaica made the announcement of the four-year deal at a press conference at the Jamaica Football Federation (JFF) office in New Kingston yesterday.

Sandrea Falconer, director of communications at Air Jamaica, said this upcoming World Cup was of special significance to all Jamaicans and her company would be joining hands with the JFF again.

"Our team at Air Jamaica appreciates the efforts that Mr. (Crenston) Boxhill and his team make to ensure that Air Jamaica is always satisfied. This is the continuation of a great relationship," said Falconer.

Boxhill, president of the Jamaica Football Federation (JFF), thanked the sponsor, noting that the quality of the support he had received from the airline was nothing short of tremendous.

Said Boxhill: "The special pride and joy that is associated with travelling on the national airline does a lot to instil the kind of drive and passion that we want all our national teams to show.

"As we enter a period when more of our players will be travelling, this sort of partnership will go a far way in helping our athletes. We want our players to have a positive impression of our national symbols. We want them to respect our national treasure," added Boxhill. The Reggae Boyz, since their historic qualification to the 1998 World Cup in France, have failed in two subsequent attempts for the 2002 and 2006 World Cups.

Historical affection

But the 2010 World Cup slated for South Africa has taken on more than just football importance. The 'Back to Africa' campaign is more political with historical affection.

Paul Pennicook, senior vice-president of Air Jamaica, urged Boxhill to get a national coach on board who will pilot Jamaica's trip to South Africa.

"Air Jamaica, like any other corporate entity, knows the power of football in Jamaica. We ask that you move quickly in getting your permanent football coach on board so we can begin the process in bringing together the right team," said Pennicook.

He continued: "We could never have a World Cup in South Africa, a country that Jamaica is so closely linked with, and Jamaica is not there.

"The Reggae Boyz have been going through a rough passage. They aren't exactly on top of their game today, but we know that you can do it and we are committed in helping you get to the next World Cup," Pennicook said.