The Business of Sports: Bolt’s our most treasured asset – Digicel

TELECOMS firm Digicel was lucky to have sponsored Triple gold winner Usain Bolt because now he probably represents the brand’s most treasured property, said Digicel Jamaica head of marketing Donovan White.

“We were very insightful and indeed lucky to have prompted Bolt’s first corporate sponsor. When Digicel decided to take Bolt on… he wasn’t the star he is now but he certainly had potential. The Bolt proposition has turned out to be extremely useful and extremely valuable. (He) is probably our most treasured property as he ought to be,” stated White, whilst addressing the Business of Sport seminar at the Jamaica Pegasus Hotel on Thursday. The two-day seminar was based locally with a global focus on growing Jamaican sports brands. It was organised by Carol Beckford & Associates and Strategic Corporate Interventions. Read more >>

Source: Jamaica Observer