A NEW initiative will reward the three top coaches at this year's Jamaica National (JN) Eastern Championships, which has been significantly boosted with sponsorship by its long-time partner and title-sponsor, the Jamaica Public Service Company Limited and Jamaica Citrus Growers, under its Juciful brand.

According to details announced at the event's launch at Terra Nova Hotel yesterday, the companies have combined to fund the Eastern Secondary Schools Sports Association (ESSSA) meet with more than $3 million, more than double the amount put up for the last staging that was won by Morant Bay High.

The St. Thomas school, the most successful at these champs with seven titles, is numbered among 17 participants who will display their athletic prowess in competition at the National Stadium East and National Stadium on Monday and Tuesday next week.

Leesa Kow, assistant executive manager of marketing, sales and promotions at JN, noted the growth that has taken place since the inception of the JN Eastern Champs, which also serves as a qualifier for the Milo Boys' and Girls' Athletics Champs. She said: "This partnership between Jamaica National and ESSSA, which now spans 22 years, has not only been mutually beneficial, but it has played an invaluable role in the development of the athletics programmes of the secondary schools in St. Thomas, St. Mary, Portland and parts of St. Andrew."

Tony Rae, JPS's external affairs director, noted that "In addition to providing sponsorship, which this year will cost us a little more than $1 million, many of our employees look forward to working as volunteers during the championships."

First-day action will be held at the Stadium East complex with action shifting inside the main arena the following day.

The events are slated to get under way at 9:00 a.m. each day and end at 5:00 p.m. on Monday before concluding the following day with the 4x400 metres boys' and girls' Open relays at about 4:30 p.m. All events are sponsored.

Juciful, which pumped in $750,000, stated pleasure for its new-found allegiance and Owen Flowers, sales and marketing manager, Citrus Growers Marketing - noted their will to honour "the top three coaches with plaques and cash awards".

Coach of the winning school will earn $20,000, second place $15,000 and third $10,000.

"We salute the prowess of our coaches and offer our full support as they endeavour to bring out the best in our athletes while making ESSSA and Jamaica proud."