As the excitement surrounding the Paris Olympics surges within the hearts and minds of Jamaicans across the globe, beer giant Red Stripe launched its “Guh Fi Gold and Glory” Olympics campaign, with track & field legend Usain Bolt to serve as its brand ambassador.

Through this campaign, Red Stripe will send 10 lucky Jamaicans to Paris, France to cheer on the country’s athletes. From community engagements, countless giveaways, to a partnership with the incomparable Bolt, Red Stripe is set to amplify national pride before, during and after local athletes dominate on the main stage at this summer’s global multi-event showpiece.

Details of the campaign were revealed during the launch announcement at the Half Way Tree Transport Centre on Wednesday.

Red Stripe’s Head of Commerce, Sean Wallace said the campaign represents a significant, long-term investment.

“The Olympic games allow our Jamaican athletes to showcase their envied talents, as well as, as it allows our people to come together within communities, homes, town squares to chat and cheer. It's really an occasion where national pride unfailingly soars and so, our brand undoubtedly wanted to be a part of that excitement in a much larger way this time around.

“So of course, we decided to do it big. We’re proud to not only offer extensive giveaway opportunities, meaningful and authentic community events, but announce our recent partnership with the legend himself, Usain Bolt,” Wallace said.

Forming part of a larger $80 Million investment with the Jamaica Olympics Association (JOA), the “Guh Fi Gold & Glory” campaign further symbolises Red Stripe’s commitment to celebrating sportsmanship, unity and the spirit of competition that is part of the country’s DNA.

For Bolt, an eight-time Olympic gold medallists and the world’s fastest man over 100m and 200m, his iconic brand with the world’s iconic beer, represents the perfect fit.

“Red Stripe is synonymous with Jamaica, and I always want to represent the best of Jamaica. Becoming an ambassador for Red Stripe is a celebration of greatness and I’m very excited about the partnership. I’m even more excited for Jamaicans to enjoy all the fun and excitement that Red Stripe has coming their way. So, it is something that I am excited about. We have a lot of work to do, and I am looking forward to it,” Bolt shared.

From May 1 to June 28, Red Stripe will be rolling out a series of promotional events in support of the upcoming Olympic Games, with 10 consumers set to secure unique opportunity to enjoy the Games live.

Additionally, the beer brand will host viewing experiences whenever local athletes are set to compete. Red Stripe also announced that each week, five individuals will receive cash prizes of J$50,000, while 10 winners will be selected to receive 65-inch smart TVs, and one lucky recipient will enjoy an Olympic-style living room upgrade. 

“As we support our athletes with training, development, and equipment, we are equally committed to giving back to our communities. We recently showcased the immense talent of our nation's artists by commissioning a special limited-edition label that will soon be available in the market,” Wallace said.

“Over the next few weeks, we aim to forge meaningful connections that reflect our values and capture the excitement of the Olympics. Our commitment has always been, and will continue to be, focused on celebrating what is uniquely Jamaican and honouring the talent and accomplishments of our people,” he ended. 

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.