Sherdon Cowan | Jamaica Observer
KEMAR ‘Taxi’ Lawrence became the first Jamaican player, and by extension the only player in the Caribbean, to sign an ambassadorial contract with Pepsi Cola Jamaica.
The agreement was made official at Cuddy’z Sports Bar yesterday.
Brand Manager of Pepsi Cola Jamaica, Carla Hollingsworth, told the Jamaica Observer why they chose this particular player. “We chose Kemar because he is a very disciplined player, very humble and has great potential. Kemar has been playing football from a very tender age and we think we can grow with him because he is on the path to being one of Jamaica’s most successful players, and I think he fits very well with our Pepsi brand.”
Lawrence will now join 19 international players, including the likes of Lionel Messi, to do advertisements and promotional stints for the international brand Pepsi Cola.
The value of the deal was not disclosed, but it is for one year, with the option to extend on a year-to-year basis.
The 21-year-old Lawrence, who plays the left wingback position for Harbour View, said that this agreement will further help to advance his career.
“This really means a lot to me. It means that more people will get to see me globally, not only locally. “I will still be at Harbour View for now, but hopefully by some time this year, if anything else comes, up I can leave the club. I am looking to the Major League Soccer (MLS) right now, but if I get a chance to go to Europe I will do so gladly,” he added.
The outstanding youth player has been playing for the East Kingston team from the tender age of 13, playing in the Under-15, Under-17, Under-20 and Under-21 levels. He also had a word of encouragement for youngsters who would want to follow in his steps.
“Stay focused, work hard because the harder you work the more lucky you get… just work hard and believe. Pepsi might not see you, but other brands will, so just work hard and stay focused,” he said.
General Manager of Harbour View F.C., Clyde Jureidini said Lawrence has always been a promising player. “He is a good youngster, has always been enterprising both in his play and in his personality, always been with a bright smile, a pleasant demeanour and a positive outlook. Our HVFC Sports Clinical Psychologist, Dr. Jason Scott-Hamilton, had selected him as the player most likely to succeed this year. He is giving it his all and hopefully it will carry him to the top and beyond.”
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Harbour View’s Lawrence is Jamaica’s Pepsi ambassador
Leighton Levy | Jamaica Gleaner
Characteristics that were ingrained in him by his grandmother may have played a big part in why Harbour View wing back Kemar Lawrence landed the biggest contract of his life so far.
The 21-year-old was unveiled as Pepsi ambassador for Jamaica last Friday at Cuddy’z Sports Bar in New Kingston.
“Pepsi Jamaica is delighted to announce that we have signed Kemar as our brand ambassador and the face of our new football campaign,” Pepsi Brand Manager Carla Hollingsworth announced before a gathering that included officials from premier league leaders Harbour View Football Club including Chairman Carvel Stewart and General Manager Clyde Jureidini.
“He will share this honour with many other footballers including Lionel Messi, Sergio Ramos and Robin van Persie.”
As others, including retired Harbour View and Bolton Wanderers star Ricardo ‘Bibi’ Gardener and Edward Seaga, chairman of the Premier League Clubs Association (PLCA) looked on, Hollingsworth continued: “Kemar will lead a new ad campaign and his image will be used in our branding. In addition, a selection of players will also be featured on limited-edition, eye-catching packaging across the globe while additional special products and interactive digital experiences will be revealed throughout the year.”
Thanks for his grandma
Lawrence thanked many people including those at his club and Pepsi for naming him ambassador, but had special thanks for his grandma Norma Seymour. “Grandma means a lot to me. I basically grew up with Grandma and still living with her,” said the player who has represented Jamaica at the Under-17 and Under-20 levels and was a member of the Reggae Boyz squad during the recent World Cup campaign.
Though the honour is great, Lawrence said, he will do his best to remain grounded, lead by example and capitalise on the opportunities that this one-year deal will open him up to.
He believes the way he plays and the way he ‘carries himself’ helped afford him this opportunity. “People out there respect me as a young player and that is hard to find,” he said. “I act like a responsible person and I think that is what Pepsi saw and is using right now.”
Hollingsworth agreed. “We see that Kemar has very good potential. He is a very disciplined player. He is a very good player and he is a role model for the youth in Jamaica and he will represent our brand very well.”
She said as many as five players were considered, but Lawrence stood head and shoulders above the rest.