Blue Cross of Jamaica Limited has been actively involved in sports sponsorship for a number of years. This fits in ideally with the company's decision to support the development of young people and emphasize physical fitness as a component of its Wellness Services Programme. In 2000, Blue Cross® was also "the official health insurance sponsor of the Jamaican Olympic Team". It provided world-class health insurance coverage with gateways to outstanding physicians and medical facilities to the Team, its coaches and trainers, as well as staff of the Olympic Committee.
The organization has also been the major sponsor of the Blue Cross of Jamaica/Jamaica Teachers' Association's (BCJL/JTA) National Primary & All Age Schools' Athletic Championships since 1988.
The Championship has been described as a "nurturing ground" for athletes. It seeks to expose students to athletic competition, to identify students with talents for further development and to foster all-round development of children through sports. Meet records indicate that approximately seventy-five percent of Jamaican athletes performing on the national and international circuits, particularly within the last ten years, were once participants in the BCJL/JTA's Primary, All-Age and Junior High Schools Athletic Championship.