Tivoli Gardens' Navion Boyd (left) shakes off a challenge from Waterhouse's Odain Simpson in Premier League action last season. - Gladstone Taylor

Telecommunications company LIME is expected to be announced as the new sponsors of the National Premier League soon, taking over from industry rivals Digicel, who recently announced that they were ending their three-year association with the nation's top football league.

Sources close to the negotiating table confirmed that talks between the telecoms company and the league's administrators, the Premier League Clubs Association (PLCA) are at an advanced stage and that although a few items remained unresolved, an announcement could be made in a matter of days.

In fact, a high-level meeting, which is expected to be attended by executives of LIME and officials of the PLCA is scheduled for this morning and insiders are expecting that the details will be ironed out; heralding the beginning of a partnership which could be valued in the region of $50 million per season.

In an earlier interview, PLCA chairman Edward Seaga confirmed that a bid was on the table and that an announcement could be made soon.

a major coup for LIME

If completed, this would be a major coup for LIME, who has always been heavily involved in sports sponsorship and development across the island and is also major sponsors of the St Catherine Football Association, with whom they signed a $15 million three-year deal in 2010.

"We are negotiating, nothing has been signed off as yet but things seem to be heading in that direction," said the source.

"The previous sponsors were paying in the region of $50 million per year so you would expect that this sponsorship will come in at the same level or more."

When contacted, LIME's corporate communications manager, Camille Taylor, could not speak on the matter and offered no comment; however, that will do little to silence the speculations around the ongoing discussions.

Digicel had signed a three-year deal with the Premier League in 2008 but decided not to renew their support and will instead focus their attention on the grassroots development of the sport across the island.

The company reported that it spent over $300 million on the league over the duration of the contract.