Rethinking Sport in Jamaica

Remove the S from CHASE… Boost the SDF

KINGSTON – For more than a century there has been a Jamaican athlete that has impressed someone, somewhere across the world.  The early days of cricket tours in and out of the West Indies, international boxing cards, football, netball and host of other sports, served a bit of a signal to the world that Jamaica was and continues to be a big part of any sport conversation. 

Ask any track and field fan, cricket (yes, believe it or not); netball, football, basketball fan and a Jamaican athlete’s name can come up. 

Over time, sport has been funded by private and public means. What has been consistent though, is the first-class performance that has been maintained, sustained and enhanced by the athletes. 

In 1995 the game changed somewhat, the Government of the day approved a plan to start the Sports Development Foundation. The SDF was established as an independent body to contribute to the development of the nation through sports.

With sport emerging (at the time) as a major contributor to the island’s economic activities, there was a thought that sport needed more. The agency in its early days focused on infrastructure and capacity building. The Mona Hockey Field (astro turf); several football fields, National Indoor Sport Centre were among some of the venues that were renovated, upgraded and built from scratch. The capacity building focused on administrative development of officials from at least 40 sporting disciplines. 

As you read along, and you are in the business of sport, you can clearly identify the gaps for a country that has produced so many world-class athletes. So whilethe track and field performances have been outstanding to date, to gain and maintain the competitive edge and move ahead, there needs to be a re-thinking of how sport is: 

• Funded 
• Managed 
• Researched 
• Marketed 
• Re-Developed

It is with those five key areas, that my recommendations for Sport for Jamaica going forward include: 

• Boost the work of the SDF
  • Remove the S from CHASE (they can determine what to do with C-H-A-E) 
  • Increase the staff numbers to include a:
    • Planner 
    • Researcher 
    • Marketer
    • Developer 

It is clear that Jamaica’s technical talent is at a great level – coaches and athletes continue to break the ceiling of performance. Most of the major sporting events have consistent work being done with their technical staff. 

The next level is needed and in another decade, if we are not careful, we will be chasing dreams in the key areas that will ensure that the next generation has access to the same enabling environment. 

GC Foster, UTECH, UWI and Mico continue to train Sport Officials in education, management and preventative care; but an elite athlete cannot in 2023 & beyond, compete without the support of branding and marketing to take them to the top of their games. 

In redefining how Jamaica as a nation treats this industry, there are also some policy decisions which should be happening simultaneously. SPORT should have its own Ministry.

This is what I envisage the team should look like from the policy and operational side 

• Ministry of Sport
  • Minister 
  • Minister of State 
  • Permanent Secretary 
  • Director of Sport + 5
• Sport Development Foundation (agency)
  • Managing Director
    • Directors of Marketing, Research, Finance 
    • Corporate Planner (to deal with bilaterals, administration, academic development, infrastructure
    • Event Manager (incoming and outgoing delegations, permits, venue updates) 

Change is inevitable if we want to be successful. 

The research element of the business cannot be overstated, as it is the data we collect and how we use it to inform our next set of moves on and off the field that will determine our capacity to handle, manage and deliver a world class sporting industry run by those who are capable. 

In the next column, I will pick the team who can and should be asked to deliver on this plan. Until then…

Carole 

Always a Step Ahead

Jamaica, a sport destination?

For years, Jamaica has performed well in international spaces in track and field, cricket, football, netball, basketball, hockey, swimming… and I could go on. Much has been discussed about Jamaica as a destination that produces athletes of the highest caliber; but also a destination that can host sport. That is how the economic cycle turns.

As a background, the Jamaican system has never been able to record a correct estimate of the contribution of the sport industry to its gross domestic product (GDP); but the Planning Institute of Jamaica (PIOJ) in its annual public, the Economic and Social Survey of Jamaica (ESSJ) suggests that sports and entertainment contribute a combined figure of up to 3.5 per cent.

The GDP as reported for the 2019 period is $14.516 billion. The sport figure would therefore be close to $500 million.

When the Government presented its 2019/2020 budget for $803 billion the allocation for sport was $4.119 billion; a figure that has shown steady increase over the years. Certainly, in the last decade the country has participated in two Summer Olympic Games – 2012, 2016 and was about to go to its third in 2020, now postponed to 2021.

For the 2022/2023 budget cycle, the overall figure is estimated at 912 billion. The allocation for sport is 4.4 billion which is .48 per cent of the overall budget.

For that table to turn, we need a model that speaks to

• Properties – leagues, teams and athletes earnings
• Rights Management – gate, media and marketing rights
• Events – this is now an experience in a cutting edge venue
• Content

One of the best examples of how the four areas mentioned above co-exist, was when the ICC developed and implemented T20 cricket. We know how that has gone.

Talent alone won’t sell and if Jamaica is to earn from Sport and Entertainment it must have venues that can host events. The venues on the island could do with some modernisation and even additional (new) venues to stay in the game.

Because of our developing nation status, we have to plan way head of time and set targets. The time to start is now, if not before.

The ideal events are single sport. MultiSport events are outside of reach at this point, as the legacies have not shown the requisite ROI in even developed nations.

That value-added is needed. Based on global figures, football, basketball, cricket, golf events and extreme sport have the biggest potential for revenue. We should look at a plan (again). Reactivate Jamaica Sport. And oh, by the way, Sport Conventions are a massive way to earn.

Tryall Golf Course, Jamaica

Fan engagement for sporting fans – Jamaica

More and more, sporting bodies are partnering with digital and social media entities to ensure fans are engaged for live and televised sporting events. 

As sporting fans were forced to stay home for the better part of two years and are now getting a chance to go back to venues, the rules of engagement have changed. The new sporting fan, while interested in the game, has a new mindset. 

They know the game, they know the athletes, but they want an experience. After all, studies have shown that while sporting (and entertainment) fans continue to grow exponentially, they are demanding so much more. Sporting event organizers will have to adjust from the traditional to the innovative to satisfy the consumer. 

In a sophisticated stadium digital is key. 

• LED Screens everywhere 
• Digital boards for branding 
• Social media games and activities for products and services 
• Charging stations 
• Food court 
• A fun-filled half time show (or during other breaks) 

While the fan in the stadium has this up close and personal, Fans at home want to feel like they are there too. The stations who take on sporting events as rights holders, while broadcasting the games are key; that behind-the-scenes interaction is key. What some networks have shown, with innovation, is a channel that has every single moment of broadcast on and off the field and even in the locker rooms. 

What does this mean for Jamaica? 

At the recently concluded Carifta 49 Championships, the organizers made an effort. Notwithstanding, the Bahamian band forced home crowd to compete and bring their own, but that “clash” was interesting and fans at home and in the stadium enjoyed it. 

With a live DJ and an MC fans had access to give-a-ways, cameo performances and even had gift items under their seats. Before they entered the venue, they had a 360 degrees tent that the children could enjoy and with Statue Park, pictures were part of the daily offering. 

Carifta 49 – Kingston

That is a good start, but in the coming year, hosts of events should be keen about how fans are brought into the picture. 

Here are some ways fans can get more and how brands can increase their value of sponsorship so that loyalty to teams and athletes become priority. 

• From the ticket purchase (online or in person) there is an opportunity – offer a token 
• Offer an option when the fan enters the venue via scan, to win something, again 
• One option is a discount on any type of food 
• Ensure merchandise is available 
  • Shirts, cups, caps, rags, seat cushions (all essential for a real fan) 
• With covid, more of us now have personalized insulated cups, so no need to have bottles (plastic or glass) at the seats 
• Get 20” TVs in the bathrooms and/or corridors 
• Have an entertainment package (DJ, MC, and a range of live performances, tastefully done by event management teams) 

Malta Jamaica – Carifta 49

This is just a start. 

#JamaicaAt60 in the sporting sense, must and should update its sporting image and with the next generation of fans who (by design) are far less loyal, they should be looking forward to an experience at a sporting event. 

Event planners and folks who are doing budgets must make provisions. We are long gone pass the days when it’s just a game… it is now an experience. 

#StayInTheGame

Sport and Entertainment content main feature for inaugural RealVibez Film Festival

Miami, FLORIDA – Caribbean content remains one of the most sought after globally yet remains largely untapped. That is the basis by which, RealVibez, the entertainment subsidiary of Blue Mahoe Capital, will launch its inaugural online Film Festival.

The three-day event will be held, August 25 – 27 and will feature a hybrid format with the face-to-face part being held at the Purplepalms Creative Studio in Wynwood, Miami.

PurplePalm Studios, Wynwood

The Festival will feature:

• Workshops and seminars
• Pitch sessions
• Screenings of Films

The workshop/seminar segment will have, over the three days:

• 10 workshops
• 3 pitch sessions
• Screening of films received

Already on board as sponsor partners are the Jamaica Tourist Board, Blinsky, Ava Stewart from State Farm Insurance and parent company, Blue Mahoe Capital Partners. The festival will also host an online auction of running (track and field) sneakers donated by Adidas Agent, Cubie Seegobin.

Festival Director and former Film Commissioner of Jamaica, Carole Beckford thinks the timing is right as the Caribbean is the focus of economic activity in several industries. We are targeting the Creative Sector, as one that we think has tremendous potential for wealth and job creation. We plan to initiate partnerships that will take a project from idea to execution.”

Veteran US broadcaster, Neki Mohan has been appointed Ambassador for the Festival and the Advisory Team will include film, media and entertainment officials with global reach.

Neki Mohan

Entries close in less than a week for entries for films and those fees start at $30 per entry. The categories of films are:

1. Feature
2. Documentary
3. Narration
4. Musical

Stories could be Fiction or Non-Fiction

Films must be produced, directed, edited, or written by a Caribbean national living on any of the islands/countries. The production teams may include a Caribbean national based outside of the region. Films submitted, may only have been entered in one other film festival within no further back than August 31, 2019.

If there is a film in another language, they must have English subtitles or dubbed in English. At least one member of the team will be required to participate in an online Festival to be hosted by RealVibez.

BOOK ALERT: ABCs of Caribbean Sport, Marketing and Psychology

KINGSTON, Jamaica – “Sport deserves every bit of attention it can get on and off the field. Athletes need to be prepared for the mind games too,” that is the advice shared by Carole Beckford and Dr Olivia Rose Esperance in their latest collaboration.

The collaboration is shared in a book, ABCs of Caribbean Sport, Marketing and Psychology which is due out on shelves end of March.

The 140-page publication dives deep into an industry in the Caribbean which has worked and can continue to work if the talent converts to economic activity (marketing); and how athletes and their teams can maximize earnings while being engaged in a process that takes you from any adversity to a winning attitude, via a positive mindset (psychology).

The project began when the two worked together for the 2018 ICC Women’s T20 World Cup which was held in Guyana, St Lucia and the final in Antigua. Rose was the sport psychologist assigned to the Windies Women, while Beckford was head of marketing and communications for Cricket West Indies. Both are on their third publication.

Rose Esperance describes her contribution as “the timing is impeccable, as during the pandemic, sport is a means of escape and sport people can and should use this opportunity to be managed while building on their competitive portfolio. The two areas of sport are of great significance and written by Caribbean authors. I am proud of this project.”

Beckford believes “it is important to continue to share information about an industry that has contributed so much to the exposure of the region’s best in the global sporting world. The pool of sporting officials has not only grown in numbers, but in quality. There is so much more to earn from the business of sport.”

Both are supporters of student-athletes and their continued pursuit of excellence. “While the athletes continue to excel, management can do some more to create better synergies for business,” noted Rose Esperance.

The book will sell for J$3,000 and US$20. Locations will be known soon!

Patrons may support by ordering on Facebook at (1) ABCs of Caribbean Sport – Marketing and Psychology | Facebook

A virtual launch is scheduled for Wednesday, March 31.

Caribbean Sport Industry has massive potential

KINGSTON, Jamaica – The value of the sport industry globally is estimated at US $488.5 billion. The breakdown per region globally is also estimated to look like

• Europe, Middle East & Africa      48 per cent
• North America                           38 per cent
• Asia and the Pacific                    13 per cent
• Caribbean and Latin America    6 per cent

This odd number makes it up to 105 per cent (for the Math experts), but this is what I will be using as my guide for this conversation.

We want to look at the Caribbean Sport Industry, one which, over the years, has made a considerable impact on the field of play, but has not in any way scratched the surface of its potential of its economic earnings.

The key success factors for sport as an economic driver, looks at

• Events
  • Tickets
  • Media Rights
  • Sponsorship
• Apparel and Equipment
• Fitness and Training
• Venues, Food & Beverage, Betting

In the region, cricket has been the most consistent to fulfill any of the above economic activities listed above. With 10 international cricket venues across the region, Cricket West Indies (formerly West Indies Cricket Board) has hosted other cricketing nations across the region.

TV Rights are considerable for incoming tours from India, Australia and England for the most part. While the revised Super50 and 4-day Championship have been able to attract a sizeable amount. With the standard expenses of CWI estimated to be about $45million annually, the rights deals use that as a base to negotiate from. The figures have really never been made public, but we guess the incoming India tours attract the highest amount. Ticketing and Sponsorship are next in line and then a gear deal.

The region has an impressive list of elite athletes in several sporting disciplines. These range from cricket, track & field, netball, basketball, swimming, volleyball, football among others. The brands in the region should be prepared to invest.

The world recognizes our athletes and we should too. There are a host of products and services that can be aligned with the overall performances (on and off the field). Agents and Managers should collaborate to seek the support as they package our athletes who represent the region consistently.

Two important calls

1. Sport Ministers should meet before the end of the first quarter 2021 and devise a policy plan to upgrade its policy guidelines, while seeking to look at overall preparation for International competitions in Football, Netball, Tack and Field, Cricket and the other major sporting events for the next four years
2. I am challenging the agents and managers based in the Caribbean to assemble and discuss the packaging methodologies for the current elite athletes and teams, while looking at the athletes they are preparing for the future

Well maybe three, I am calling out to the major Caribbean Brands to have their marketing teams re-consider investment opportunities for elite teams and athletes.

On another matter

A 2018 Inter-American Development Bank (IDB) report says the Latin America and the Caribbean lags in sport spending. The report stated that “the region could get a development boost from sport activities that improve the region’s social and health benefits.” The report also warned that the programs must be “properly designed and monitored.’

The report also showed that the region needs to spend more on sport, “not just to produce better athletes, but also to foster happier, less violent and healthier societies. To gain the social benefits, there is need for better sport programs and evaluate those that already exist.”

The full report is available here https://www.iadb.org/en/news/idb-report-underscores-social-benefits-sports-development-warns-against-program-design-flaws

Sport Fans – What are we missing?

KINGSTON – Sport fans globally have been lamenting the absence of live sport that they can watch on screens or even attend considering we are all being affected by this covid19 pandemic.

What is true though, this is one of the toughest periods sport fans have gone through in the last twenty years.

• We were 65 matches in the NBA season.
• The English Premier League (EPL) did not go beyond the March 14 date.
  • (Liverpool – two matches away from being declared winner)
• UEFA has suspended and pushed back dates of all its leagues
  • February 19 a match was held in Milan – Atalanta vs Valencia
• MLB was in the pre-season. March 26 was supposed to be opening day.
  • The Nationals are the defending champions  
• NFL was doing combines and getting ready for draft (April 23 – 25) this will be virtual
• ESPN will show The Last Dance – the Michael Jordan series
  • Originally set for June and will be brought forward to Sunday, April 19
• WNBA draft is coming up in May and could be virtual

The Summer Olympics was scheduled for July 24 to August 9 and sport fans were all lining up.

On the track and field calendar, the World Indoor Track and Field, Nanjing was the first event to be postponed from the IAAF calendar and all the other Diamond League events, World Continental Tour (which includes the Racers Grand Prix event in Jamaica) are all being affected.

We are looking at hundreds of hours of TV/Sport content, live and delayed that, we, as sport fans are all missing.

What about the athletes?

With five sporting disciplines (Baseball/Softball, Karate, Skateboarding, Sport climbing and Surfing) to be added to the existing 28, apart from the athletes who were gearing up for the 33 sporting disciplines in this year’s planned Summer Olympics, all the other leagues and competitions listed above would see a significant percentage of the world’s best athletes on show.

The major brands, Nike, Adidas, Puma, Reebok, Under Armour would be in the world’s eyes. Some of us would be ordering stuff online and even when we attend some of the meets, we would acquire the latest merchandise that is available.

The athletes would wear the latest set of gear that has been made and we consumers would grab this up at every chance we get.

Opportunity for athletes during COVID

• Stay safe and follow the protocols
• Show us snippets of you working out in your branded gear
• Give tips that can be used to inspire the world as you would always do
• Keep all your fans informed; you may even get new fans

No one will or should be able to say when any major sporting event will return to the court, field or track, but one thing is sure, live sport is a thing.

Until then, cherish the memories… of sport!

Stay in the Game!

Jamaica’s Sport Industry

Jamaica’s sport industry will be hit hard with the advent of the corona virus pandemic.

The first blow came when the Inter Secondary Schools Sport Association (ISSA) was forced to cancel the 2020 edition of the Boys and Girls Championship. The event which was scheduled for March 24 – 28 was called off on Wednesday, March 11 by a team comprising the Ministry of Health and Wellness, ISSA and the lead sponsor partner, Grace Kennedy.

ISSA was quick out the blocks in estimating that at least J$150 million would have been lost. That amount would have included not just sponsor contribution, but income from broadcast rights, tickets and concessions.

The annual CHAMPS event is but one of the major calendar events which has been affected. The other sporting disciplines include an incomplete Red Stripe Premier League; Netball Jamaica was just about getting ready to start their national league in all divisions; an international volleyball club championship, scheduled for the weekend before CHAMPS, was also canceled along with several other competitions.

Subsequently, all public sporting and entertainment events have been postponed or cancelled. The only sporting event which managed to keep its foot in the door was horseracing which saw its last event being held on Saturday, March 21.

The effects on the system cannot be quantified just yet, but there are several layers that will be impacted. First off, all the athletes in all sports elite and amateur have been affected. While they are unable to compete, they are now unable to train.

Additionally, service providers, those employed directly and indirectly will all be affected; because with no events being held, there is no revenue being generated and therefore a lot of those in that industry will receive reduced pay packages for a limited time. Those who offer freelance services are on a wait and see game.

Elite Athletes

While the elite (professional athlete) may have a lifeline through the partnership with their sponsor partners, for example gear and beverage companies and other short-term partners. We await feedback from that group.

With every aspect of the industry almost coming to a halt, the fall out will be devastating. There is no timeline for the restart of any leagues now on hold. Some have been postponed indefinitely and some are considering cancellation.

National Sport budget

As a background, the Jamaican system has never been able to record a correct estimate of the contribution of the sport industry to its gross domestic product (GDP); but the Planning Institute of Jamaica (PIOJ) in its annual public, the Economic and Social Survey of Jamaica (ESSJ) suggests that sports (an entertainment) contribute a combined figure of up to 3.5 per cent.

The GDP as reported for the 2019 period is $14.516 billion. The sport figure would therefore be close to $500 million.

When the Government presented its 2019/2020 budget for $803 billion the allocation for sport was $4.119 billion; a figure that has shown steady increase over the years. Certainly, in the last decade the country has participated in two Summer Olympic Games – 2012, 2016 and was about to go to its third in 2020, now postponed to 2021.

The global impact is severe and already we are seeing fallouts from all the major leagues in every sport. All have had an impact on its salaries for its professional players, full and part time staff.

We now have to live through the memories of sport, games we all love so much.

#StayInTheGame

International Club Volleyball in Jamaica, March 20 – 22

KINGSTON, Jamaica –  Top-class international club volleyball action returns to Jamaica this March (20 – 22). For the 28^th year, the Venus Volleyball Club will stage its three-day tournament.

The event this year will feature seven male and eight female teams. Aruba, Bahamas, Barbados, Trinidad & Tobago, USA and Jamaica. The teams will be vying for top honors to include the 2020 Trophy and cash prizes and individual awards.

Home team and hosts, Venus International are the defending champions in both the male and female categories.

President of the Club, Kenneth Reid, in praising his team, says “we are happy to continue to contribute to the development of volleyball in Jamaica. For almost three decades we continue to showcase our own talent and we have been able to facilitate a wide range of international talent over this period. We continue to make serious inroads in the sport.”

One of the community initiatives the clubs has embarked on is ensuring the schools in St Catherine have access to this level of competition. Several high and primary schools will be invited.

The Jamaica Tourist Board (JTB) is one of the main sponsors for the event, along with the Tourism Enhancement Fund, The Knutsford Court Hotel, and SportsMax Ltd.

Action serves off on Friday, March 20 at the GC Foster College and runs through until Sunday when the final in both categories will be held. Action starts at 9:00 am on Friday.

At last year’s staging, five (5) overseas based teams participated, representing three (3) countries; USA, Bahamas, and Trinidad.

How to watch sport with your man/woman

Ladies – I have some suggestions for you when you accompany your male spouse to a sporting event. First off, lots of other women follow sport and are BIG fans, so, like me, we know the athletes, coaches and we develop friendships over time with the men in the crowd. So, if you are attending for the first time
1. Be pleasant (especially when you are being greeted)
2. Do not sit there looking bored – take a book if you plan not to watch
3. If your intention is just to “watch” the man; opt to stay home
4. Try and learn even a little about the sport/school/club the man supports
5. Take a snack bag with the things he likes and share them with him during a match
6. You may also choose to go buy him a drink (preferably a beer) during half time, so he can discuss the match with his friends. Also, you may see another friend from your own high school college or even your workplace, yes other women do the same as you are doing
Just make yourself comfortable.

7. If you are not interested in the sport, stay home. Remember, he will come home after each match.

Men

Suggestions for the men who have Women Who Love Sport
1. If you have no interest in the sport – Stay Home
2. You may offer to drop off and pick up
3. She may also choose to go with friends; so plan a drink up at home while she is away
4. Don’t text (WhatsApp) too often while she is there
5. If you decide to go… Take a book or your kindle – if you are not interested in the event, you will be bored
6. Take a snack bag with chips, or cooler (if allowed) with your favorite beverage
7. At half time, pop by the bar, snack counter – offer her a drink, some of us drink 🙂
8. At the end of the match, go back to your book/kindle while she runs a review of the match – half an hour is good
9. When you are walking back to the car, expect a few stops
10. When on the ride home, never ask who was that guy in the purple shirt, you may regret asking
11. Support your woman if she loves sport, know the schedule of the season/s; so when she off every Wednesday/Saturday you know where she is.

Next post will be on the TV edition! Until next time