KINGSTON, JAMAICA — In a ground-breaking move to strengthen ties with fans and amplify Brand Jamaica, the Jamaica Football Federation (JFF) has announced an ambitious plan to harness the potential of its YouTube channel, JFFLIVE.
This initiative, a collaboration with Kingston Made Production, promises to revolutionize the way fans engage with Jamaican football by delivering live broadcasts of matches featuring national teams.
At a press conference Monday, JFF General Secretary Dennis Chung hailed the project as a transformative step for both the federation and football in Jamaica.
“This is an exciting venture with the objective to monetize the JFF brand and our YouTube channel,” Chung declared via Zoom. “We recognize the power of social media and the necessity of connecting with our fans.”
Visionaries behind the initiative
The innovative effort is spearheaded by Kyle Wallace, president of the Reggae Boyz Supporters Club, and Gario Graham, founder of Kingston Made Production. Their foresight has already borne fruit, with the channel successfully streaming the Reggae Girlz’ recent international friendlies against South Africa from the Catherine Hall Sports Complex last Friday.
Wallace explained that a lack of interest from traditional broadcasters opened the door for this digital pivot.
“No broadcasters were willing to air the games locally or internationally due to financial constraints,” Wallace revealed. “So I consulted my contacts in the US, Canada, and the UK to explore the demand and devise this project.”
The first live stream, which served as a “dry run,” aimed to evaluate existing capabilities and identify areas for improvement as the federation builds toward a robust infrastructure for 2025.
“We’re doing this for the fans—those at home, in the diaspora, and all around the world—who want to support our teams, from youth to senior level,” Wallace emphasized.
Technological advancements on the horizon
Kingston Made Production founder Gario Graham assured fans that the future of JFFLIVE broadcasts is bright. By 2025, the initiative will incorporate cutting-edge technology, including 4K cameras and drone footage, to deliver an unparalleled viewing experience.
“Last Friday game gave us a glimpse of what’s possible and what needs refining,” Graham said. “We’re committed to bringing top-notch broadcasts that showcase the best of Jamaican football to the world.”
Fan engagement and financial sustainability
JFF President Michael Ricketts was equally optimistic, highlighting the overwhelming response to the first live broadcast.
“The livestream of the first South Africa friendly attracted over 60,000 views,” Ricketts noted. “That kind of interest validates this initiative. We are a brand with global appeal, and we intend to use this platform to connect with our diaspora and attract sustainable income.”
Ricketts stressed the importance of exploring digital opportunities to ensure the federation’s growth and the sport’s development across the island.
“We are very excited and committed to fostering a sustainable relationship with our viewers and fans worldwide,” he added.
With an eye on innovation and fan connection, the JFF’s YouTube initiative represents a bold step into the future. By leveraging technology and social media, the federation aims to elevate the visibility of Jamaican football, uniting fans across borders while creating new revenue streams.
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