Bahrain-based branding expert to re-brand Jordan Football Association

The JFA, established in 1949 as the national non-governmental body of football in Jordan, oversees the national football team as well as all national and international football activities. Under the leadership of HRH Prince Ali Bin Al-Hussein, the President of the JFA, national football will take a new course corresponding to His Majesty King Abdulla's vision for "national rejuvenation and global integration." As the custodians of a national obsession, JFA's re-invention will directly affect and benefit the people of Jordan.

Vahid Mehrinfar, Executive Principal and Chief Brand Futurist of Vahid Associates was specially invited by the JFA to present his culturing and image consolidation approach that is geared to assisting in elevating the status of football in Jordan in cooperation with Midrar Sports, the Amman-based sports consultancy. Having presented to JFA board members tasked with the program's implementation, Vahid was given audience with JFA President, His Royal Highness Prince Ali Bin Al-Hussein to present the strategy which would support His Royal Highness' vision for JFA and tackle its future challenges.

"With the world's most popular sport becoming increasingly nationalized in Jordan and irrevocably interlinked to national identity, this branding exercise not only aims to raise awareness and interest in football across the nation, but also inject a sense of true sporting competitiveness in the communications endeavors for marketing. A truly national game, football is in the hearts of all Jordanians, especially the youth. As such the JFA is interested in reaching Jordan's youth as well as the international scene and thus, aims to develop players' technical skills while encouraging more local participation,"

said Prince Ali.

"Institutions like JFA can be important tools for national branding which contribute to nation-building. The culture they impart to young athletes will eventually filter onto the streets of Amman. We presented a strategy that went beyond the predictable visual expressions and one that sought to generate a systematic sense of pride about the association and the country," said Vahid.

"We want to engineer, through our branding, a sense of purpose, commitment and belonging, not just for JFA's board of directors and stakeholders, but also the public who eagerly watch their team play internationally. This new identity should make the association more marketable globally, opening up business and commercial possibilities for all involved," added Vahid.

Commenting on the presentation, Al Sharif Mohammed Alluhaymaq, Vice President of the JFA, said: "Vahid shared his compelling futuristic vision for JFA and how this re-branding will bring about a change nationally. Impressed by the clarity of his unique vision, we knew we had found the right partner who truly understood our challenges."

"With emotions running high on and off the field in football, amongst fans and athletes alike, it was important for us to choose someone who truly understood the intricacies associated with the sport. Vahid has managed to project JFA's true future calling - to bring about a positive change, be a brand that the nation can be proud of, and most importantly, to become an independent identity, which while linked to the national ethos, also serves the commercial aspirations of the association, thus nurturing the nation's emotions through quality football," explained Al Sharif.

Vahid Mehrinfar's long and established career in design and communications has surpassed the conventional as he has been involved with both private and public organizations, decision makers and world leaders in helping find appropriate solutions for their corporations' needs.

When asked how an identity program can turn into a culturing exercise, Vahid commented, "After all, no logo ever makes an organization. An organization makes the logo. On the other hand, through our specialized exercises, we can ensure that with the obvious identity change, we rejuvenate the inherent culture in the association for better performance."