BY SARA MILLER
Just a few weeks after the completion of the 2016 Summer Olympics in Rio de Janeiro, one of the Caribbean’s biggest phone network providers has appointed the world’s fastest man with an “Olympic-sized” sponsorship and market deal of a lifetime. Digicel Caribbean Ltd., has made legendary sprinter and world-record holder, Usain Bolt their Chief Speed Officer (CSO). As the official CSO, Bolt will be a key figure in customer engagement, getting up-close and personal with Digicel users from a commercial and community point of view. The partnership will also see Bolt bringing his expertise via training camps and mentoring sessions, aspiring the younger generation of future athletes in the Caribbean. Supportive of his giving nature, Digicel will also use Bolt’s passion to help bring technology solutions to younger individuals that will help foster their development.
A supporter of Bolt’s for over a decade, Digicel has been a proud sponsor of the star runner since his high school career in 2004. Twelve years later, he has attained over twenty-one championship victories and has cemented his name in the history books as the world’s fastest man. To celebrate the achievement, Digicel will reward one customer from each participating Caribbean country with a free lifetime post-paid contract via a competition that will be run on social media across its markets worldwide.
Cited as one of the most gifted athletes on the planet, the Jamaican native has not only amazed the world’s audience with his dedication and athletic performance but also with his charming personality. At this year’s Olympics in Rio de Janeiro, almost thirty-five million viewers worldwide tuned in to watch the coverage of the men’s 100m final, which the thirty-year-old Bolt won effortlessly with a time of 9.81 seconds, a world record. He completed the event being the only Olympian athlete to achieve the “triple triple”, winning three gold medals at three consecutive Olympics (previously victories being the 2008 Beijing games, where he won the 100m, 200m and 4x100m and the 2012 London games where he won the 100m, 200m and 4x100m).
In a press release, Director of Marketing for Digicel Group, Peter Lloyd said the lifetime partnership with Bolt is more than just a marketing deal. “Our relationship with Usain transcends sport – he is a unique human being who inspires millions of people across the world,” he said.
“As our Chief Speed Officer, we expect Usain to challenge us constantly to deliver awesome experiences to our customers be it from a product, service or community perspective.”
In light of his new relationship and new role with the company, the humbled Bolt is eager to pursue his newly appointed duty of CSO.
“I’m very humbled. It’s been an amazing journey with Digicel – they have been there for me since I was seventeen years old and now we will be together forever,” he said in a press release.
“As Digicel CSO, I am opening a new chapter and will be making it my mission to ensure that speed stays at the top of the agenda.”