Jamaica's athletes did the nation proud once again. They concluded the 15th IAAF Athletics World Championships last weekend by hauling 12 medals, including seven gold - the second best ever performance at a major global championship.

After a short break, they will launch into their preparations for the Olympic Games in Rio next year.

The governing body, the Jamaica Athletic Administrative Association (JAAA), too, should be preparing to enhance and improve their administrative processes that will be welcomed by athletes and members of the general public. The public will be expecting more positive outcomes in light of the fact that this will be Usain Bolt's last Olympic Games. His departure will mark the end of the most successful sporting cycle in the country's history.

The media reported in early August a partnership between telecommunications companies Flow and LIME. The partnership will see the JAAA receiving J$28 million over two years to be the organisation's exclusive telecommunications partners.

I am not sure what people understand what such a partnership means, beyond the JAAA getting money to offset their operational and development expenses, and Flow and LIME getting benefits in return. But when you think about it, other than the monetary aspect, the JAAA and the athletes it represents can benefit immensely in other ways as well.

Parent company of Flow and LIME, Cable and Wireless Communications (CWC), have acquired the rights to the 2016 Games. CWC will be looking to enhance the way fans of the sport access and enjoy Jamaica's young stars and veterans engage in yet another triumphant campaign.

"Our athletes are world-class and have a lot to show the world," said LIME's Stephen Miller at the August 24 launch.

Can you imagine what the excitement will be as we anticipate the impending rivalries, the final battles of Veronica Campbell-Brown, Shelly-Ann Frazer-Pryce, the return of Yohan Blake, and the continued rise of talented youngsters such as Omar McLeod, Frederick Dacres and O'Dayne Richards?

It will mean that these athletes and others will get the chance to be exposed to the public in ways they have never been before.

Except for a few notable exceptions, Jamaica's athletes are not well known by their adoring public. Personally, I get hundreds of questions, almost daily, from fans about the athletes on whom they crave information, but with whom they rarely ever get a chance to interact.

Based on information I have become privy to, all that could be about to change. Campaigns will be mounted that will involve several of our athletes. This will allow them to engage members of the public through television, at the venues across the island, and certainly, through various mobile-related applications.

This will give our usually media-shy track and field personalities a chance to develop their skills as it relates to interacting with members of the public and build even stronger bonds between themselves and those who support them.

The exposure could lead to other endorse-ment opportunities for the athletes many of whom desperately need the support. It will also, I hope, help them become more media savvy and further develop their communication skills.

For their part, the sponsors are likely help raise the respective profiles of the National Junior and Senior Champion-ships, as well as events such as the Jamaica International Invitational, the ever-popular Champs, and the Carifta Games in a significant way.

LIME vice-president of marketing and content Carlo Redwood had explained that the effort would also help fans generate a greater connection with the athletes.

"At the events, we want to make sure that the patrons have a good experience. We want to create unique experiences for the customers," he told me following the launch in early August.

"We want to make sure we generate interest in these events so that we have maximum support for these athletes. They train hard and they work hard everyday. Jamaica needs to support them as they get ready for the Olympics."

The bottom line is that with this set-up, fans benefit, the companies benefit, and most importantly, the athletes benefit. It's a win-win-win situation.

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