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Giftland and its tradition of giving to sports
By Edison Jefford
In a society where the corporate community is always indecisive on its support, and what exactly ought to be its role in the development of local sport, Giftland Mall is intent on championing new sports cultures in hope
Athletes will benefit from apparel and more, compliments of Giftland SportsMaxx Store at its Mall at Lot 1 Plantation Pattensen, Turkeyen.
that their initiatives spread like an epidemic.
In its infancy on Water Street, Giftland OfficeMax, was a leader in trumping up support for sport and youth development. Nothing exemplified that move more than its consistent partnership with The Ministry of Education, and Guyana Teachers’ Union, National Schools’ Cycling, Swimming and Track and Field Championships.
Giftland’s support matched its potential on Water Street. The company, still emerging, while not a conglomerate yet, managed to offer tremendous support through the supply of stationery to the Secretariat of the National Schools’ Championships.
This relationship with the Championships began following the commencement of the rebranding, reorganisation and repositioning of the nation’s biggest school sports event in 2010, as a national brand to really become the benchmark of all student-athletes.
The sponsorship of Giftland moved from administrative assistance to the contribution of apparel to top performers in the Under-20 Category of the Track and Field Competition. The support was consistent as Giftland evolved into a Mall at Lot 1 Plantation Pattensen, Turkeyen.
While it would have been practical for the establishment to abandon its support for local sport in an effort to rebuild its financial base after investing approximately US$30M in the Mall, Giftland instead matched its distinguished corporate and social responsibility in sport with its national and international evolution.
It meant that while Giftland Mall, the home of Giftland Department Store, featuring SportsMaxx, Guyana’s largest sports store, was developing into an international brand, it had envisioned sport and its role as a part of that evolution. It is one of the reasons local sportsmen and women are the primary marketing images throughout the SportsMaxx Store.
But more importantly, it is the one of the reasons that Giftland will be partnering with the School Championships in an extensive deal that will feature among other aspects, apparel for all the age group champions and enrolment into its ambassador programme.
The programme will ensure that athletes become well-rounded individuals. It will provide for the holistic development of student-athletes with similar clauses to scholarship. Student-athletes will be able to benefit from funding for school programmes and athletics participation, and training in fields crucial to their development like public speaking.
It is expected that these Giftland Ambassadors represent the company with distinction. However, the contracts will also feature disciplinary measures for athletes, who do not uphold the standards that Giftland hopes will reflect its refreshing national brand.
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