Jamaica Olympic Association (JOA) president Christopher Samuda says the value of their renewed partnership with Supreme Ventures Limited (SVL) goes beyond money, as his organization advocates and understands that greater currency is derived from social investment in the human capital and infrastructure of sport, athletes, coaches and administrators.

This, as the extended five-year partnership valued at $75 million represents a significant boost towards the country’s preparations for international competitions, including the Olympic Games in Paris, later this year.

“This five-year cash investment at a value of $75 million will fulfill that purpose and serve to build out the Olympic infrastructure in a substantive way, while facilitating talent in transitioning to the greatest stage, the Olympic stage, where aspirations in sport will be realized, as we at the JOA, engender in stakeholders, responsible citizenship in sport,” Samuda told SportsMax.TV shortly after the signing at the JOA’s headquarters on Friday.

Samuda stated that reshaping the JOA to broaden involvement is the paradigm of the current executive, as he pointed to the SVL’s increased investment, from its previous $45 million agreement over three years, as a testament of their belief in, and by extension, commitment to the movement. Besides athletics, numerous other sporting disciplines will be hunting qualification to the Paris Games.

“The renewal of this multi-million partnership between the Jamaica Olympic Association and Supreme Ventures Limited at a significant increased value, demonstrates corporate confidence in the Jamaica Olympic Association, and SVL’s unwavering commitment to the Olympic movement and indeed sport. But its value goes beyond money,” Samuda shared.

“The activations which will be carried out under this partnership will demonstrate innovation in the delivery of sports, specific skills in areas including education, coaching, business and commerce, governance and management, science and technology, as well as branding and marketing. All this while giving strategic support to events, all with the objective of blueprinting the creation of a local sport industry which is an imperative of economic development,” he added.

Meanwhile, SVL’s Executive Chairman, Gary Peart, said the decision to renew their sponsorship was made as a commitment to Jamaica’s athletes. He also credited the JOA for their efforts and transparency throughout their partnership.

“They sold us on a vision, they updated along the way in terms of what the results have been, and it’s been an exceptional journey. We took the decision 18 months ago that we’d renew, it was just a matter of how the renewal would be," Peart said.

"We sponsor several initiatives in our business on an annual basis and JOA ranks in the top one or two in terms of what the whole process is, the returns, etc. Ultimately, this money helps not just the Olympic movement but athletes and their ability to shine on the international stage, and hopefully get gold when they participate. We at SVL, we’re just happy to assist with that,” he noted.

Peart also announced that SVL will be giving Jamaicans the opportunity to attend the games in France through various promotions to be announced in the coming weeks.

Jamaica Olympic Association (JOA) president, Christopher Samuda, welcomed a recent move by the International Olympic Committee (IOC) to accommodate athletes' freedom of expression, albeit with certain restrictions, during the 2024 Olympic Games in Paris.

Though athletes have frequently used the Olympic stage to make statements through boycotts and protests, the IOC in a bid to not only protect the Games integrity, but also to strike a balance between freedom of expression and maintaining a respectful and competitive environment, has set out the places and forbidden topics where competitors will be able to express their opinions.

At the Paris Games, athletes will be able to express themselves freely in all but five moments –the opening and closing ceremonies, the medal ceremonies, during competition and during their stay in the Olympic Village. 

As such, the mixed areas where they interact with the media, press centres, press conferences, interviews, team meetings, traditional or digital media, social networks and pre-competition moments, such as call room and athlete presentation, will be the appropriate places for athletes to defend their points of view, but still under certain conditions.

For Samuda, the move represents a step in the right direction in the current era.

The Tokyo Games opened the door to the expression in the Olympic environment, which had been completely banned at previous editions. This, as players from the women's football teams of Great Britain, Chile, United States, Sweden, and New Zealand knelt on the pitch before some matches to protest against racism.

“The decision of the IOC to give a voice to athletes in designated spaces at the 2024 Olympic Games is laudable. The recognition of the inalienable right to freedom of expression which, notwithstanding, must be exercised responsibly so as to safeguard the integrity and reputation of the Games, which is of immense brand value to athletes, and importantly, to protect sport, which creates a meaningful livelihood for athletes and stakeholders,” Samuda told SportsMax.TV.

“Giving athletes a voice to articulate their viewpoints in spaces including the mixed areas where they will interface with the media, and also in press conferences, centres and interviews, as well as team meetings and traditional and new media, demonstrates athlete centricity on the part of the IOC,” he added.

Among the restrictions placed on athletes is the fact that they must respect the basic principles of Olympism, and refrain from attacking individuals, organisations or countries. Athletes are also expected to follow the instructions of their Olympic committee or federation, and avoid disruptive behaviour.

Disruptive behaviour in this case, could be making comments during the presentation or anthem of other athletes, or displaying a flag or banner at that moment.

According to rules published by the IOC, failure to comply with these rules may result in disciplinary action proportionate to the offence.

This, Samuda believes is a responsible stance by the IOC, as with the conferment of a right comes responsibility and therefore, athletes in their expression must also adhere to the IOC rules and guidelines.

“A very reasonable position which I have no doubt will be subject to further refinement as sport evolves globally, and the imperative to protect its integrity becomes more acknowledged in the interest of athletes and their livelihood,” Samuda reasoned.

“Capital and stakeholder satisfaction prefer a risk free and regulated environment in which to thrive. So, striking a balance between liberty to speak and the responsibility of remaining silent provides a safe haven for viable return on investment and engagement,” he ended.

Zharnel Hughes dismissed any fears over the direction of UK Athletics just seven months before the Olympics.

The Great Britain sprinter, who won 100m bronze at the World Championships last year, believes the governing body has no choice but to battle on.

Technical director Stephen Maguire’s sudden departure in October – after a record-equalling medal haul of 10 at the World Championships – was followed by the announcement of a £3.7million loss in December.

But Hughes, who has been training at his base in Jamaica, remains focused on his own work ahead of the Paris Games.

“They have to get themselves sorted out because they have major championships coming up,” he said, with Paula Dunn in interim charge through the Olympics.

“I hope everything will be ironed out by the time the championships come around and everything will be running smoothly for the athletes to be in the best place mentally to give our best performances.

“I hope they get their stuff sorted out. I see it, I read it but I keep my head down and keep moving.

“It did surprise me (Maguire’s departure). We had just come out of Budapest and, shortly after, it happened. ‘OK, what happened there?’ I just left it alone, no-one said anything to me.

“I’m pretty sure they’re aware it doesn’t have much to do with me. It’s not like I’m writing the cheques or anything.”

The 28-year-old is focused on this year’s outdoor season after opting to skip the indoor competitions, including the World Indoor Championships in Glasgow in March.

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Last year he claimed his first individual world medal, finishing third in the 100m in Budapest having broken the 100m and 200m British records.

He ran 9.83 seconds in New York in June – smashing Linford Christie’s 30-year 100m mark – before running 19.73 seconds in the 200m in London a few weeks later.

Hughes had written down 9.83 seconds in his diary before running the time and has already scribbled his goals down for this year.

“I’ve written down my times and what I want to accomplish. I’ve even said I want to break the British record again,” he said, ahead of defending his 200m European title in Rome in June.

“I want to medal in the European Championships and Olympics and want to get to the Diamond League final and see what I can do.

“Plans have been written down long before any New Year resolutions. I wrote them down in the first week of training.”

Zharnel Hughes is an ambassador for Vita Coco, for updates and information on the partnership visit: www.vitacoco.co.uk

Individually and in relay teams, Kito Campbell displayed dominant form in his season opening competition and with time on his side, the future is bright.

In fact, if all goes according to plan for Campbell this season, then an Olympic Games appearance in Paris later this year, could very well be on the cards, especially if he continues his rapid improvements in the breaststroke events, under the guidance of legendary Jamaican swimmer Sion Brinn.

“I'm aiming for the Olympics this year, but I think I'm going to take that one step at a time. I am in collegiate season now, so I just want to focus on being good for college, and then after that, focus on being good for the Olympics,” Campbell told SportsMax.TV.

The former Calabar High standout made the declaration after he smashed his own 50-yard breaststroke record during a season-opening meet, which pitted his Indian River State College against Rochester Institute of Technology and Grand Valley State University.

Campbell, currently in his freshman year, proved too good for rivals, as he stopped the clock in 25.14 seconds. He was almost a second ahead of runner-up Andrew Goh (26.04) of Grand Valley.

That time bettered Campbell’s 25.19 set at the 2022 PST 32nd Speedo Winter Championships, while representing Azura Florida Aquatics. He continues lead the National Junior College Athletic Association rankings in the event.

The 20-year-old completed the sprint breaststroke double when he took the 100-yard event as well. Much like he did in the shorter event, Campbell went out hard and left the field in his wake, as he clocked splits of 25.93 and 29.39 on his way to a final time of 55.32.

Campbell, swimming the breaststroke leg, which he completed in 25.09, earlier assisted his Indian River team to victory in the 200-yard medley relay in 1:30.47. He also placed fifth in the 100-yard individual medley in a new personal best time of 53.19, lowering his previous best of 53.60.

Having firmly established himself as the best Jamaican breaststroke in the yard and Olympic-sized pools, Campbell is now hoping to build on his current momentum, as his coach, Brinn has put structures and strategies in place that have aligned him on the path to success.

“Things have been going well for me so far, I've dropped times in all of my main events for this year and training has been going well. I feel like I'm improving constantly since I've arrived at Indian River, and coach Sean has been really taking me under his wing. I wouldn't say I've improved in strength drastically, but the technical aspect of turns, underwater and dives are just right,” Campbell explained.

Campbell, who has represented Jamaica at numerous championships, to include the Pan American (PanAm) Games, Commonwealth Games and the FINA World Championships, knows that swimming can be a game of centimetres and milliseconds.  As such, he admitted that he doesn’t boast too much in the expectations department.

“The details are what I have been fine tuning over the past couple months, and it's been getting better and better. I no longer go into seasons with expectations anymore, I just I race on the day, give of my best and the results will come,” he reasoned.

“But like I said, things are coming together, and I feel really good. I feel like I'm in a really good spot right now and I think the rest of this collegiate season is going to be great for me,” Campbell added.

Still, the former Kaizen Swim Club representative is well aware that it will not all be smooth sailing in the years ahead, as he pushes for longevity in his career, but the hope is to draw on experience to bring his Olympic dream to fruition.

“After the collegiate season, I have a few long course competitions that I'll have to contest, but I'm going to take that one step at a time. I usually don't like to mix too many things in my head, because I don’t want to be focusing on long course times when I'm only swimming short course. So right now, it's collegiate season and after that long course, and then we aim for the Olympics,” Campbell declared.

Athletics world champion Josh Kerr intends to use his disappointment at not being shortlisted for the BBC Sports Personality of the Year award as “big motivation” going into the 2024 Paris Olympics.

The 26-year-old Scot won the 1500m title at the World Championships in August after finishing ahead of favourite Jakob Ingebrigtsen in Budapest, an achievement which many thought would earn him a place on the SPOTY list, including World Athletics president Lord Coe.

The list of nominees which was announced on Tuesday included former cricketer Stuart Broad, jockey Frankie Dettori, footballer Mary Earps, wheelchair tennis player Alfie Hewett, golfer Rory McIlroy and Kerr’s fellow athlete Katarina Johnson-Thompson.

Kerr admitted he was “massively disappointed” at not being on the list but thinks it will drive him on to turn the bronze he earned at Tokyo 2020 into a gold in Paris 2024.

He said: “I’ve been honoured in many different ways by a lot of fantastic people but we always think about the ones we didn’t get so it’s big motivation for me.

“Obviously massively disappointed, it’s such a prestigious event and award that I would loved to have been involved in.

“There’s nothing I can do. We are in a cut and dry sport – not a lot of things in my career have been up to other people’s judgement and I’ve always been taught to leave no doubt and obviously I left an element of doubt.

“I’m an Olympic bronze medallist and I’m going to go after that gold medal. I’ve earned everything I got in my career to this point and I’m going to earn the right to be in that conversation and I’ll show that through my performance and mental resilience.”

Team GB team-mate Johnson-Thompson also brought home a gold medal from the 2023 World Championships when a second-placed finish in the 800 metres guaranteed her heptathlon gold.

Kerr had already planned to attend the BBC event but now says he will go and support Johnson-Thompson to win the award ahead of a big year for the sport.

He added: “I will be there to represent athletics but KJT (Johnson-Thompson) had such an amazing comeback from 2019 and I think we are all proud to be there to support her.

“I’m not sitting crying about it, I’m getting out the door and start working for next year but I’ll be there to support her and that’s my job now.

“I was someone that brought a gold medal home for Britain and so was she. I’m excited in supporting her in hopefully winning this next week.

“I was hoping to get my flights covered if I’m honest but I don’t think that’s quite covered this time – I was hoping to be on that shortlist but I’m not, I’m still going to enjoy that experience.”

Kerr’s attention now switches to the Paris Games where he will look to earn another gold medal next August, and can take huge confidence from his win in Budapest after beating Tokyo Olympic gold medallist Ingebrigtsen of Norway to the world title.

He said: “I known I’ve always had the capabilities of being the best in the world but having the ability to do it and not just say I’m good enough… I’ve been in all these finals and not quite been able to do it so it’s nice to have one in the bag knowing my mind and body are capable of that big moment.

“I’m thinking like a champion and my life is getting structured like a world champion so instead of thinking I’m good enough, I’m just going to be on that roadmap to success!

“I’ve had this Olympic circle for a long time and I knew at age 26 I will be at the peak of my career in the 1500m and this would be the one so I’m excited to continue that dream.”

The Paris Olympics and Euro 2024 will underpin next year’s sporting calendar.

Here, the PA news agency picks out 10 stars who are expected to shine.

Sky Brown

Britain’s skateboard superstar claimed an historic bronze medal at the delayed Tokyo 2020 Olympics and will head to Paris as the reigning world champion in the park category. Still only 15, Brown has still not given up hope of also representing Team GB in the Olympic surfing event in Tahiti.

Simone Biles

One of the world’s greatest ever gymnasts launched a spectacular return in 2023, after an extended hiatus to prioritise mental health. With a remarkable four world golds, including in the prestigious women’s all-around, Biles once again set her stall out as the star to watch in Paris.

Noah Lyles

The US track star dazzled in 2023, winning gold in both 100m and 200m at the World Championships in Budapest. Looking to build on the 200m bronze he took in Tokyo, Lyles is intent on expanding his horizons by potentially also forming a part of the men’s 4x400m relay squad.

Jude Bellingham

England’s Bellingham has made a stunning start to his Real Madrid career, scoring 12 goals in his first 14 LaLiga appearances and also becoming the first player to score in each of his first four Champions League appearances for the club. A sensational platform at Euro 2024 in Germany awaits.

Sam Walters

The 6ft 6ins Walters was one of the more dependable figures in another testing rugby league season for Leeds Rhinos, so it came as a great surprise that he was allowed to leave to join rivals and reigning Super League champions Wigan. Walters’ speed and power can only make the champions stronger.

Jannik Sinner

Speedy baseliner Sinner has been threatening to move into serious grand slam title contention for some time and the signs are that 2024 could be his year. Sinner won two of four meetings with Novak Djokovic – including a dramatic Davis Cup rubber – and more of the same is seemingly assured for 2024.

Luca Brecel

He probably will not practice and will be one of the first to write off his chances. But enigmatic Belgian Luca Brecel will return to the Crucible in April as the defending world snooker champion – and one of the few top-level current players who can boast the stamina to get to the end of the 17 gruelling days.

Kylian Mbappe

Mbappe might not be in the best of moods in relation to his club career but his importance to France – and his ability to light up the game’s biggest stages – will be in evidence during Euro 2024. Moreover, Mbappe still harbours hopes of appearing as an over-age player at the Paris Olympics.

Keely Hodgkinson

So far it has been a career of so near yet so far for the British 800 metres ace, who has had to settle for silver medals at consecutive world championships, as well as the Tokyo Olympics and the Birmingham Commonwealth Games. All eyes will be on her bid to go one better in Paris.

Nat Sciver-Brunt

The all-rounder, who has landed a deal to play for Perth Scorchers in the next women’s Big Bash, will play a pivotal role when England are scheduled to head to Bangladesh in 2024 as one of the favourites to clinch the women’s T20 world title.

Red Stripe, the official beer of Jamaica, announced a long-term partnership with the Jamaica Olympic Association (JOA), valued at $80 million Jamaican, which will provide much-needed support to the association in preparing all Jamaican athletes across multiple sporting disciplines.

The partnership announced at the Red Stripe’s Spanish Town Road base on Tuesday, marks a momentous occasion that signifies the marriage of two iconic institutions coming together to ensure a meaningful impact for sports in Jamaica.

Jamaica Olympic Association, which has been a member of the International Olympic Committee since 1936, has done more than support athletes to take the global stage, but extends their support beyond competition by ensuring that all sports administrators and officials are adequately trained.

Red Stripe’s Head of Commerce, Sean Wallace said this multi-million-dollar investment showcases the commitment of the entity to Jamaicans and all that matters to them.

“Our partnership with the Jamaica Olympic Association is yet another collaboration that will be woven into the rich fabric of our iconic history. For almost 100 years, we have poured into Jamaican music, art, food, culture, and of course, sports. We understand the importance of investing in our people, nurturing the next generation of talent, and honour the legacy of those who have exited the competitive arena. We are very excited about this partnership and everything it will do for future and development of sports,” Wallace shared.

Red Stripe’s support of the JOA will help to cover expenses related to the training of athletes, procurement of equipment, travel expenses, and any other administrative support that the esteemed organisation needs.

JOA president Christopher Samuda expressed his gratitude for the partnership.

“Olympic culture is priceless; the economy of sport has evolved universally into a billion-dollar enterprise. Both the JOA and our partner, Red Stripe, understand that sport gives character and is the DNA of human inspiration.

“Sport is not just a hobby or something to be photographed but is a business of physical culture. We are grateful for the support Red Stripe has pledged to give and we look forward to an exceptional partnership,” Samuda noted.

Additionally, Red Stripe also launched their campaign entitled ‘Gold Glory’ which ends on January 19, 2024. The campaign offers consumers an opportunity to be a part of the excitement of next year’s Olympic Games.

This campaign includes a design competition that will challenge artistic consumers to create a limited-edition Red Stripe 6-pack, which should be posted to their Instagram page. These designs should showcase the accomplishments of Jamaican athletes past, present and future.

The competition’s winner could pocket $500,000, and have their design showcased in the Olympic Village in Paris, France.

“Red Stripe will be giving ten lucky consumers and a guest, the chance to fly all-expenses paid to Paris 2024 to see our athletes compete,” Wallace shared.

The Great Jamaican Beer will be celebrating 100 years in 2028 and is eyeing the 2028 games in Los Angeles. The details on how consumers can win this once-in-a-lifetime opportunity will be on Red Stripe’s website and social media platforms soon.

Mallory Franklin said the excitement surrounding kayak cross debuting as an Olympic event in Paris is because competitors are still figuring out how best to approach it.

Next year’s Games will see the event which was previously known as extreme slalom feature for the first time as a combination of white water disciplines.

Franklin, who won silver for Team GB in Tokyo in 2021 in the canoeing C1 event, has been selected as part of the slalom canoe squad and will look to go one better in Paris whilst also aiming for the podium in kayak cross.

And she observed that amongst her and her fellow competitors, there is a sense of stepping into the unknown, with the wider sport’s understanding of the new discipline still in a process of evolution.

“Kayak cross is still actually very new, and exactly how to train best for it and perform best in it is reasonably unknown,” the 29-year-old said.

“I went into Tokyo doing a debut event and now going into Paris doing a debut event. C1 at Tokyo wasn’t much of a variation, but kayak cross is very different. Within our races, it’s still developing. The rules are changing.

“It feels a bit hard to bring that into the Games, but that kind of allows so much freedom in how you choose to go about it.

“I can understand why people really like it. I think it can give quite a lot to slalom and give that level of excitement that other disciplines don’t give.

“It’s a funny thing because it seems like you’re doing (canoeing and kayaking) side by side but you aren’t, because we train in the morning then in afternoon, and each time you arrive at one of those sessions it’s new and it’s fresh and it may as well be a different day.

“It’d be really cool to be that first person in the (medal) list.”

Franklin was announced as one of the four-competitor canoeing squad for Team GB alongside Kimberley Woods, Joe Clarke and Adam Burgess.

Despite her success in Tokyo this will be her first experience of an Olympics in front of a crowd, after the last addition was held without spectators due to the Covid pandemic.

“I’m going for the classic ‘ignore (the crowds)’,” she said. “I haven’t experienced anything massively like it. I did go to London to watch some of the canoeing but I was young and don’t remember it very well.

“The weird thing with Tokyo was being sat in the start line and realising the camera was in my face, the number of people on the other side of that. That indirectly put pressure on me.

“Loads of these people care about what I’m going to do for the next two minutes, but it affects none of their lives except me.

“Trying to bring that feeling to when there are people physically there. A lot of them might get mad or dead angry or happy depending on the outcome, but it’s only for those two minutes.

“To focus on me and how I want to come out of that I’ll basically just have to ignore the humans.

Sir Chris Hoy believes Katie Archibald is on track for next summer’s Paris Olympics after seeing her storm to overall victory in the UCI Track Champions League.

Two-time Olympic champion Archibald admitted she was far from her best at the World Championships in Glasgow in August, when the intense spotlight of a home worlds came as she was still coming to terms with the tragic loss of her partner Rab Wardell 12 months earlier.

But just a few months later, the 29-year-old Scot showed her class to win the Champions League crown for a second time, wrapping up her victory during the final two rounds in London at the weekend.

“It’s incredibly impressive,” Hoy told the PA news agency. “We’re starting to see that spark coming back, the smile, the enjoyment of the racing. Just life coming back into her after what was an incredibly difficult year.

“She wasn’t at her best at the world championships and I think this is a significant step forward from the worlds and it really does bode well for what is a massively important year for her and for the team.

“And they need her. The team really does rely on a few big-name individuals, not to carry the team but to inspire the team.

“When the big names are firing and on form it lifts everyone else, so she’s absolutely central to the British Cycling campaign and it’s looking good.

“I think she’s definitely getting better and getting to where she needs to be.”

The made-for-TV Champions League, which has just completed its third season, sees endurance riders like Archibald compete in two races per round, the scratch race and the elimination.

It is a long way from the team pursuit and the Madison that Archibald will aim for in Paris, and comprises only two of the four elements of the omnium, but it will be a significant confidence booster all the same.

“This is not a direct comparison to those events but it almost doesn’t matter,” added Hoy, who is an ambassador for the Champions League.

“It’s about how she’s responding to the competition and getting inspired by the crowd and just starting to bring back that spark and getting her life back on track after what she’s been through.

“As a rider you want to use the event in the right way. I would want to come in and see it as an opportunity to learn about my rivals, see them in some different situations and try different tactics.

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“If it doesn’t work out it’s not the end of the world, you’ve not missed out on a world title or an Olympic medal, but having said that the overall Champions League jersey and trophy is a massive thing now, it’s being recognised.”

Although star names like Archibald and Dutch sprinter Harrie Lavreysen drew the crowds, this season saw arguably the weakest field yet contest the Champions League with several riders preferring to focus their training elsewhere as the clock ticks down to Paris.

However, Hoy said he believed the still young series – which aims to elevate the profile of track cycling beyond the Olympics and annual world championships – is developing well.

“I think it’s pretty close to what I hoped it would be,” he said. “I think they’ve delivered exactly what they promised and probably more.

“This year it’s been a challenge with it being an Olympic year but the organisers aren’t trying to hide that, and I think next year there will be a rebound when, post-Olympics, riders are freed of the pressure and stress of an Olympic year and they want to go out and ride their bikes and have fun.”