Ahead of the 2024 Paris Olympics, legendary Olympian and the world’s fastest man, Usain Bolt, has produced an anthem for Team Jamaica, titled “Jamaica All The Way." The timely track aims to rally the nation, capturing the indomitable spirit of Jamaicans as its athletes prepare to compete on the world stage in Paris.

As the newly announced Red Stripe Ambassador, Bolt is at the forefront of the celebrations for the beer giant's Olympic campaign, ‘Guh Fi Gold and Glory.’ The campaign seeks to unite Jamaicans in support of their athletes, reminding them that the ‘likkle but tallawah’ island is cheering them on.

“Jamaica All The Way” features collaborations with musical sensations Busy Signal, who headlined the 2022 Red Stripe independence song “Big Up Jamaica,” and Shaneil Muir. Their combined talents are set to amplify the cheers of Jamaicans everywhere.

“The Olympics represent a moment of pure joy, and I want our athletes to feel the support of all Jamaicans. This song celebrates their dedication and hard work. I produced it to encourage them to believe in themselves and dream big when they ‘Guh Fi Gold and Glory,’ knowing they have infinite support,” said the Fastest Man Alive, Usain Bolt.

With the Paris 2024 Olympics approaching quickly, from July 26 to August 11, the song has already been released on all streaming platforms, ensuring that Jamaican athletes can feel support at home and from the diaspora.

President of the Jamaica Olympic Association, Christopher Samuda highlighted the importance of this collaboration, stating, “There is no better way to celebrate the Paris 2024 Olympic Games than with Usain capturing the infectious beat of dancehall, the inspired spirit of our people, and our aspiration to be the greatest versions of humanity. When the JOA and Red Stripe team up with lightning Bolt, it can only be electrifying and volcanic! Paris, stay tuned!”

As the nation gets ready for the 2024 Paris Olympics, the partnership between the Jamaica Olympic Association and Red Stripe shows how culture can bring people together and boost the spirits of our athletes.

“Although we can't invite every Jamaican to travel to Paris and cheer for our athletes in person, our ‘Guh fi Gold and Glory’ campaign allows us to create opportunities for Jamaicans to show their support for our athletes both locally and globally. This song serves as a rallying cry, highlighting our unity and commitment to competing as a united team,” Red Stripe Brand Manager Nathan Nelms, emphasised.

As Team Jamaica prepares to shine on the track in Paris, “Jamaica All The Way” is set to inspire, motivate, and encourage them to reach new heights of glory at the 2024 Olympics.

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. 

The Caribbean's only Formula Woman race car driver Sara Misir received a significant boost ahead of her 2024 season by securing an endorsement deal with Red Stripe, under the company's Drink & Live Responsibly and Heineken 0.0 brands.

As part of the multi-million dollar sponsorship, Misir, who participated in the GT Cup in the United Kingdom for the 2022 and 2023 seasons, will be highlighted in the Drink and Live Responsibly campaign through various digital and traditional media channels, as well as making appearances on behalf of Heineken 0.0.

The announcement was made on Tuesday at Red Stripe’s headquarters on Spanish Town Road in Kingston.

“We are thrilled to welcome Sara to our Drink & Live Responsibly and Heineken 0.0 campaigns. The duality of this partnership aims to reinforce the message of responsible drinking with Sara’s help, highlighting that when it comes to selecting a designated driver on a night out, 'The Best Driver' to choose is always the one that hasn't had a drink – unless that drink is Heineken® 0.0,” declared Red Stripe’s head of corporate affairs, Dianne Ashton-Smith.

“Sara, who brings her star power to help promote responsible drinking to new and relevant audiences, can effectively convey this message to our consumers, driving home the importance of making responsible choices. This is particularly significant as Sara is breaking barriers in a traditionally male-dominated sport, exemplifying the power of inclusion and becoming a beacon of inspiration. What a remarkable way to kick off International Women's Day this week, themed “Inspire Inclusion.”

Misir views this partnership as a perfect synergy. “Cheers to Heineken and the "Drink and Live Responsibly" initiative. I’m pleased to drive home, pun intended, the importance of road safety. The message is simple. Speed at Dover, not on our roads, and when drinking before driving, Grab a Heineken 0.0 instead," she remarked. "Heineken has a strong connection with Formula 1, firmly establishing the brand within our global racing community. As a Formula Woman driver, I am thrilled to now also be aligned with Heineken 0.0."

Ali McNab, delivering remarks on behalf of Minister Grange, praised Sara Misir. "As we acknowledge the advancements in gender equality, we honour a remarkable young woman who has motivated countless other women and girls to aim high. I commend Red Stripe for including Sara in a valuable campaign promoting responsible drinking."

The motorsports athlete of the year will start her 2024 season on April 1 at JRDC’s Carnival of Speed at Dover Raceway in St. Ann. She is also slated to compete on May 26, July 7, August 4 and October 21 to complete her 2024 Modified Production Class Four racing calendar.

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.