SDF and PSOJ join forces to teach sports bodies ‘the power of winning’ sponsors

The session, set for Thursday, June 11, 2026, at the S Hotel on Valencia Ave, marks the first major capacity-building initiative under a new formal collaboration between the two influential bodies. Its goal is clear: to move national sporting associations (NSAs) away from simply asking for handouts and toward building strategic, value-driven partnerships with corporate Jamaica.

“Attracting and retaining sponsors requires more than simply requesting funding,” the SDF noted in its invitation to associations islandwide. “It requires effectively packaging your sport, demonstrating value, and creating opportunities for stronger engagement with the private sector.”

From Proposals to Partnerships

The free-to-attend master class will run from 4:00 pm to 6:00 pm, with a dedicated networking session from 3:30 pm to 4:00 pm. Organisers are urging associations to send team members involved in sponsorship, marketing, fundraising, business development, and event management.

Leading the session are two heavyweights in Jamaican business and sport:

• Carole Beckford – A respected sports administrator, communications strategist, and sport marketing specialist with deep experience in sponsorship and event promotion.
• William Mahfood – A former PSOJ President and one of Jamaica’s top business executives, bringing decades of corporate leadership and private-sector insight.

Participants will learn:

• Common mistakes in sponsorship proposals and how to avoid them.
• How to better position events to attract potential backers.
• Ways to communicate return on investment (ROI) beyond just financial metrics.
• Strategies for building lasting relationships with corporate partners.

A Capacity-Building Thrust

The SDF, which has steadily supported NSAs through seminars on governance, administration, and marketing, called the master class “another practical step” in its ongoing commitment to professionalising Jamaica’s sporting sector.

Attendance is free for all NSAs and sporting stakeholders invited by the SDF. “You will not be required to pay an entry fee,” the foundation emphasised. “Simply indicate on arrival that you were invited by the SDF.”

With the private sector increasingly selective about where it invests its sponsorship dollars, the message from both the PSOJ and SDF is unequivocal: good intentions are no longer enough. Good packaging is the new game.