Advertising Jamaica

Strengthening Jamaica’s Sport Industry

Last time we spoke I had some ideas of who I believe can deliver on what is required to secure and enhance the work of Jamaica’s Sports Industry. 

Before I offer those suggestions, I have to talk about Reggae Month and last Saturday (February 25) and how a series of sports and entertainment events created economic activities for industry professionals; while providing fun and excitement for patrons from home and abroad. 

The music scene was energized with the events of Reggae Month which are on until Tuesday, February 28. But what happened this past weekend with: 

  • Gibson MCCook Relays 
  • Jamaica Premier League (Football) 
  • Footloose 
  • Bass Odyssey Sound Fest 
  • It’s the 90s 
  • Soca Jam 
  • Lost in Time Festival 
  • Horse Racing at Caymanas Park 

… there was more than enough entertainment to go around for the discerning public. 

Just about three years ago, this month (February), news confirmed that the Covid-19 pandemic was about to disrupt lives outside. Since then events have come back with a bang. 

A team is assembling some data on the weekend and as soon as those are available they will be released. 

SPORT IN JAMAICA 2023 & beyond 

I offered an idea of who I believe can make this Business of Sport work with the following structure: 

The Government of the day should be able to make the best persons available for the roles of Minister and Minister of State. I have my own ideas on which members of the current team can, but I would not want to offend a soul. 

  • Ministry of Sport
    • Minister 
    • Minister of State 
    • Permanent Secretary 
    • Sport Director
      • Research Officer 
      • Operations Officer 
      • Policy Officer 
      • Associations Liaison 

Sport Agency (Sport Development Foundation)

  • CEO
    • Directors of
      • Marketing, Research, Finance 
    • Corporate Planner (to deal with bilaterals, administration, academic development, infrastructure
    • Legal 
    • Event Manager (incoming and outgoing delegations, permits, venue updates) 
    • Venues and Facilities


  • Think Tank this May (2023) to look at 2024 – 2030
    • Align with the Vision 2030 
  • Prepare a master calendar up to 2030
    • Incoming events 
    • Outgoing events 
    • Update and upgrade venues with capacity and capabilities 
    • Assessment of which sporting disciplines are:
      • Mass
      • Economic drivers 
      • Network possibilities 
      • International Competitions 
      • Tourism-attractive 
      • Recreation 

There are some planned renovations of sporting facilities across the island and with that, the capacity to provide preparation spaces for sports people and hosting of a variety events should be the target based on the research conducted above. 

The recent announcement to have a soft launch for a National Sport Registry in April 2023, is timely and should be used as the repository (database) to speak to who we are preparing for the future. The registry by summary will and should collect data that can be useful to know how we define our athletes based on: 

  • The preparation plan for athletes in phases 
  • What are the nutritional and medical needs 
  • Geographical peculiarities of the athletes 

I am recommending we designate “active communities” to include schools and clubs to be able to track and monitor the athletes to be covered under the registry for three to five years. Run the reports and evaluate the information. For the athletes that we have information now, use them as a sample to implement brand strengthening. 

We are just below 500 days to #Paris2024 (July 26 – August 11, 2024) – we should enter these Summer Games as a more formidable sporting brand with the leadership of track and field, which has lead for over six decades. 

Let’s Stay in the Game.

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Kingston – the place to be in June

Spend one week in Kingston (June 22 – 29) and experience the joy of seeing the fastest athletes in the world; a chance to feel the beat and rhythm of the city; while taking an adventure out to one of the mountains.

This is going to be a once in a lifetime opportunity. The governing body for track and field will host its National Championships, June 23 – 26. Four days of fast-paced, breathtaking, competitive and fierce battles to make the teams for global and regional meets. Tickets will go on sale soon.

Come in a day early and find a spot where you will hear the drum of bass of Jamaica’s reggae and dancehall. The City will be jamming on and off the track.

Kingston’s pull is the pace, the lights, the sound, the color and of course, the people.

Book your ticket now. Kingston, the heartbeat of the Caribbean awaits you.

Antigua Athletes Guyana Media St. Lucia West Indies

More eyes on Women’s Sport

Women’s Sports have been exposed to wider television audiences globally in the last two years.

With the Women’s World Cup of Football set to take place in June 2019, FIFA is pulling out all the stop to ensure the viewership is maximized. The 2015 edition broke records

The upcoming Women’s World T20 in the Caribbean (November 9 – 24) – the ICC has announced that the first stand-alone Championship will have its widest coverage ever. The live broadcast to over 200 countries around the world is a first. Last year the ICC World Cup had over 180 million watching the final. Read more details here

ICC Photo

 That is great news for women’s sport globally.

Back in the Caribbean though, Guyana, St Lucia and Antigua and Barbuda, will be on show to the rest of the world. The first stand-alone event will present an opportunity this November. The WINDIES Women will be playing at “home” and will have as good as any to win again as they are the defending champions.

The three countries had submitted successful bids and won the right to this event. The preliminary round will be in Guyana and St Lucia; while the semi-finals and FINAL will be in Antigua and Barbuda. Have a look at the fixtures 

While the focus will be on cricket performances on the field; the ICC and its partners have a legacy program in place – Mothers and Daughters (MAD) where women are being encouraged to get more involved in the game, on and off the field

In other sporting news, the WTA signed a new deal to bring more women’s tennis to the Tennis Channel

Lots of other great opportunities for women in sport, 2018 and beyond.


The World comes to the West Indies – November 2018

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PE and Sport – redefining the game

ANTIGUA – The fact that Physical Education and Sport are now being recognized rightfully as an academic course and business respectively – this has opened discussions which are highlighting the lack of understanding of the subject areas.  

I would clearly state here:

·         There is a difference between Physical Education and Sport

·         Physical Education now has for the last 11 years, exams at the highest level from CSEC and has been offered at the CAPE level

·         Sport, through its competition has been known to impact on a society – socially, economically, psychologically, people management

·         Sport Business worldwide is valued at close to a trillion dollars

Based on some recent debates, there may be suggestions that sport is being overused in high schools; is distracting the institutions from their core work; is damaging the reputation of students.

While there are some truths, there are also arguments to support the benefits of being involved in sport at some level, either directly or even as a supporter.

My argument is, the rest of the education system needs to catch so it can efficiently and effectively manage its portfolio, which includes Physical Education. The study of Physical Education is academic, it looks closely of the study of the relationship with mind, body and soul. What about that isn’t academic?

Then Sport is the competitive, strategic and now economic viability of PE aimed at generating wealth, equality and recognition for people and country.

We treat tradition as tradition and think we should not adjust, because that is what it is…tradition. But the non-traditional PE and Sport, having become more user-friendly has used the traditional methods to overtake its competition (pun intended). That process is dynamic, some of us are still stuck in the normal mode and not realizing the potential of equality in the education system where we all can benefit.

Picture this, a school, college, university where the best of the traditional and non-traditional meets…the athletes in any of those institutions are managed by their peers in the traditional line. Where the community stadium is managed by the people there and the earnings are spent there to improve services, accessories and the lives of people. What about this don’t we get?

The Business Model has been presented over and over, but there are ways to capture this. One must first allow themselves to be open to new and innovative ways of doing business, and sport is one such way. the_business_of_sport_logo[1]

Research has also shown that sport can be used as ‘soft power’ for a nation such as Jamaica which continues to battle with its economic activities. I could make the same justification for music and entertainment.

Education needs to be redefined in Jamaica as part of a community where Parents, Teachers, Community Leaders forge partnerships with the students to build a nation. I challenge the Ministry of Education to create this model for growth for education. Be open to ideas that work and use people who are capable to manage. STEP in the Game!

Athletes Cricket Sport sport fan Sports West Indies

Are you a sport fan?

SUNDAY MORNING COFFEE – Every time your favorite athlete or team takes the field/court, you prepare by wearing the shirt, shorts, dress, or hang the towel you would have purchased at the last home game or a store to support the next competition.

The outcome of the match or the race could set your mood for the rest of the day and week, dependent on how much of a fan you really are.

Kensington T20

There are several factors to determine how much of a fan you really and I will attempt to discuss this in this article. Being a sport fan can draw emotions you would never imagine. When you become a fan, you are emotionally devoted to whomever or whatever you choose to support. So, whether that team, athlete wins or loses, there is always a reaction.

sport fan reaction 1
this picture is not mine 

 Here are some of the reasons you become a fan

1.    You played sport

2.    You have a family member who played sport

3.    You have a friend who is an athlete

4.    You have friends who are sport fans and you want to be “in’

5.    You have a spouse who is a fan and you do it to compromise

6.    You believe this is a good way to relax

7.    Tradition – you grew up seeing your family doing it, so why not?

Whether it is those factors, or you have additional reasons, you are now a fan and you have taken unto yourself a team, an athlete and you are ready.

Expectations of a fan

women sport fans
The picture is not mine

1.    You expect your team/athlete to win

2.    You dislike the opponents – especially the ones who always challenge

3.    In this new age, you want pictures, videos, sound bites of your team/athlete

4.    You may even want an opportunity to meet players or athletes you are a fan of

There is more to being a fan and here I will go a little deeper in figuring who a fan really is. He/She is a confident person, one who deems him/her self a cut above the rest. A fan also thinks that team/athlete is the best and would find stats and figures along with argument to suggest same. Some fans move with the player to another city or team. While others collect merchandise and are happy to wear them when a match is on.

What ever type of fan you are, it offers a few opportunities for you to spend time with friends and family.

Here are some reasons people cheer for teams/athletes:

·         Something to scream and shout about

·         It adds a little excitement to life

·         You feel a sense of pride and fulfillment when your team wins

·         It is an opportunity to have friends over with food and drinks

·         For the ladies, it is a chance to be “in” with the men

·         If the team is from your town, city or country – the win/performance brings joy

·         Can serve as motivation for the day/week

·         It is a great topic for a conversation

There are lots of sporting athletes, teams and countries to choose from and cheer for. If you have not yet started to think about it, now is as good a time as ever.

sport fan reaction 2
This picture is not mine

For those of us who have been toiling for years, we enjoy the highs and lows, but in the true spirit of sport. We stay in it for the love of it.


Athletes Caribbean Coaching Football Jamaica Leadership Management Sport

Football in Jamaica – the preferred pathway

November 12 – Even before the 2017 version of the Manning, DaCosta, Ben Francis, Walker and Flow Super Cup competitions end, I would like to make some suggestions to the folks who manage football in Jamaica. This includes all the organizations with Prep, Primary, High, Club and Elite football under its purview.

The traditional competitions all together have brought us to the ultimate in 1998, when Jamaica participated in the World Cup of Football. That is what all countries dream of.

What has happened since? And what will happen now? I have suggested over and over that Jamaica needs the football program. It is the sport that will bring the best opportunity for investment and the sport that is likely to attract the greatest level of support in sponsorship, if shown to be well-organized and bearing fruit.

What does this mean?

  1. Prepare a plan that speaks to the pathway to achieve the ultimate (another appearance in World Cup)
  2. Invest in the technical development of all those involved – coaches, officials, strength and conditioning experts, academicians, analysts, other support teams
  3. Improve the facilities – for competition, for training and preparation
  4. ISSA and the JFF must sit together and figure out how the schools’ program feed into the professional/elite program, and what if any adjustments are required     Team-Building       This system then has to match what our competitors are doing globally in this particular age group. We will match the outputs to see what adjustment may be necessary to ensure that the Under 17, Under 23 and Senior levels of football are on par. In the meantime, the academic development  of the athletes must also be comparable. ISSA as a governing body for school sports require a research unit to assemble this information and put a strategic plan to share with its stakeholders for 1. Buy-in 2. Delivery and ultimately for results. Development takes time and we have to be prepared to do the work.

For Jamaica to get back to the World Cup, the timeframe for this cycle, 2017 – 2022, must be in planning stage now and I would hope that this planning in happening behind the scenes. Remember now, sport is judged (ultimately) by Olympic medals, appearances in World Cup/Championship and athletes being able to the among those with the biggest pay checks and endorsement packages.

Is our system ready to absorb this? If so, it is time. So whether the remedy is to reorganize school football, club football and senior program, then now is as good a time. We can acknowledge our traditions by maintaining names of competitions etc, but we must embrace a new way of thinking and approach the sport as a business to meet the goal as required.

The 17-year old in Germany, England, Australia and Brazil is on a path to World Cup…are our players at the same age at the same point? We can no longer depend on talent, as we have seen where that has placed us. We need strategy at all levels to compete.

You may refer to this column I wrote July this year,

Or you can go back to October 2012





Advertising Athletes Branding Caribbean Jamaica Sports Track and Field


September 12 – Author and Communications Specialist, Carole Beckford is donating 200 copies of her latest book – Jamaica Is In – Sport and Tourism to a number of educational/academic institutions across Jamaica.

Beckford who launched her second book last November at the Miami Book Fair and last December in Kingston, has used research in Sport, Sport and Tourism and Sport Marketing to highlight how value that industry can be to Jamaica and by extension the Caribbean region.

The Latest

The institutions to benefit are her alma maters – Ferncourt High, EXED Community College and Mico University Teachers’ College. Beckford is partnering with Yardie Sports to make this contribution possible.

Beckford noted that “Jamaica still has a competitive advantage in the region for anything sport, from its athletes, officials, infrastructure and support system and should be maximized for greater earnings. All the global research speaks to the growth in the industry and it is time Jamaica benefits in a more meaningful way.”

Dwayne Richards of Yardie Sports says, “This is a timely and excellent move by Carole Beckford as Jamaica transitions from the Bolt era to its next phase in athletics. It is time for more people to get a handle on what we need to do as a nation and this book is not only informative but a great teaching aid for everyone concerned. Yardie Sports is happy to be a part of this process and we look forward to the country growing in Sports Tourism because of this awesome initiative.”

The first set of books will be donated on Thursday, September 14 and will go the Mico University College library. The list will also include some libraries and other high schools across the island.

Books are also on sale at Usain Bolt Tracks and Records (Kingston) and the Jamaica Pegasus Gift Shop and online at

The books cost J$2,200 and US$17.50 online.

Athletes Branding Caribbean Jamaica Music Sport

Chronixx and Adidas – music and sport – play

March 12 – In 2015, one headline read – Adidas is having a huge year, thanks to Kayne and Pharrell; in 2016 Pharrell is boosting sales more than… while in a lifestyle publication somewhere else, A Deep Dive into Spezial, Adidas’ best kept secret. This was obviously part of the company’s ongoing efforts to add entertainment to its current focus of sport.

Adidas is more known for sporting greats and this link has an updated list of all the sport teams and athletes they have supported from all the way back in 1936 when USA great, Jesse Owen wore Adidas in the Summer Olympic Games.

The corporate site found at this link has a more updated version of what is profiled now and it is an interesting trek – take a look when you have a chance

In the Caribbean, some names associated with the German, 68-year old company are Jamaica’s Yohan Blake, Veronica Campbell Brown and Bahamian Shaunae Miller.

In 2015, while Adidas became more popular on social media than Nike, the sales from Nike’s basketball shoes managed to outsell their Adidas counterparts 92 per cent to 5.5 per cent. Adidas has since acquired big-name players like, James Harden, John Wall, Derrick Rose and Tim Duncan, to name a few.

Anyway, back to the music the combined impact that Kanye, Pharrell and Chronixx combine to 37.1 million just on Twitter. The three have distinct characteristics which are endearing to the public and even with the differences in the three, they are common in the partnership with Adidas.

Chronixx has a tough act to follow and with all the valuable exposure he has had on the Tonight Show with Jimmy Fallon in recent years, his concerts in Central Park along with his ongoing schedule, he is readying for becoming a Brand Ambassador for Adidas.


Chronixx is Jamaican. He epitomizes the essence of Jamaica and from all signs, has the potential to be a major player on the international music scene. This relationship with Adidas is one which, if played strategically, could take him places.

The music and sport mix will work. The music and sport mix has worked. The music and sport mix will continue to work. Chronixx and Adidas are just the latest example. See the full story here

We salute you Chronixx!

Athletes Branding Caribbean Management Music Sport

Elite Athletes today and beyond…

NOVEMBER 2 – Up to 20 years ago, elite athletes were judged primarily on talent. This talent included the ability to make runs, score goals, shoot baskets; others skills required were strength, endurance and agility. Today the elite athlete is all that and more.

A website article on in this article thinks it is a bit of nature and nurture.

This weblink highlights five characteristics in this article

The list is

  • Dedication
  • Selfless attitude
  • Communication skills
  • Continued motivation
  • Self confidence


Photo credit:

Today in particular where the business of sport has grown so much and will continue to grow, there is far more money available. The athlete goes after the highest salary and endorsement packages. There is however a thing called “competitive edge” – that which drives the elite athlete to win using a guided mental approach. This of course is added to the physical talent.

Elite athletes prepare at varying levels. They are required to peak at the right time. They are required to manage their playing schedules carefully. One could make an argument that it is harder for a tennis pro to prepare than a professional basketballer. The Open tournaments are held months apart and the tennis pro will have to prepare for example, for the Australian Open in January, then the French Open in May versus the basketballer who has an ongoing league from end of October to June. The basketballer can take the time to peak and win enough games to head to the playoff. The tennis pro has to be on top all the time.

Today however, here is who I think the elite athlete is and the qualities he/she should be:

  • In the top five in the world
  • Talented
  • Skilled
  • Fit
  • Able to consider further education
  • Able to have a lifestyle skill – music, dancing, cooking, baking etc.
  • Able to do great interviews
  • Marketable
    • Good for a magazine cover
    • Billboard
    • Can engage a targeted group – children/youth/adults/elderly
  • Play another sport for fun
  • Able to assemble a management team to negotiate the best deal
  • Able to manage social media – maintain a presence without being offensive

Here is an interest concept of what elite athletes have in common – Research shows that early participation in multiple sports leads to better overall motor and athletic development, longer playing careers, increased ability to transfer sports skills to other sports, as well as increased motivation, ownership of the sports experience, and confidence. Read more here


Image courtesy of Glamour

Elite athletes today have a comprehensive perspective on life and as a result will adapt and adjust when required to WIN. Elite athletes also know how to navigate distractions.

The stakes are high! Get in the game! ENJOY every second on the field of play!

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Caribbean is ready for the Business of Sport

On an island, October 10 – The call for a Caribbean Sport Summit has not gone unnoticed. The Caribbean has over the last decade experienced significant exposure for its elite athletes in the sporting areas of track and field, basketball, NFL, netball, cricket and swimming. Football has received considerable exposure with players competing for several professional teams worldwide, but no team from this region has been to the World Cup.

There are direct results which can be used to measure success in sporting terms

  1. How many medals has the Caribbean won at the Summer Olympic Games since 2004 in Athens?
  2. How many countries’ teams have gone to the World Cup Football since 2006?
  3. How many other teams have been ranked in the top three in the world in any sport?
  4. How many more tourists are coming to the region because of sport?
  5. How have media earnings increased because of well negotiated media rights?

The answer to these questions can provide a general status of the Caribbean Sport Economy. There are some additional factors which we can use to judge success or maybe in this case progress. For example, a number of universities have added a comprehensive sport curriculum to their academic calendar. That is indeed a positive signal as it indicates a strong intention to train people to support the growth and further development of the sport industry.

The global sporting picture looks great with an estimated value of US$504 million. The alarming sport betting figure is over a trillion dollars. And the USA with a considerable sport market share will, according to Forbes, grow to $73.5 million by 2019. Those are all great signs. How then can the Caribbean capitalise and maximise its earnings from this industry?

Five years ago, a group of professionals – attorneys, business planner and a sport management expert joined forces to create The Business of Sport. The business, based in Jamaica hosted conferences and workshops which focused on dialog and results on issues relating to

  • Branding
    • Companies and Athletes
  • Marketing
  • Event planning
  • Media Rights
  • Use of Social media
  • Social issues in Sport
  • Use of Technology in Sport
  • Athlete Management
  • Intellectual Property
  • Role of Athletes

Since then many federations have changed formats of their competitions; changed approach to their programmes and consulted with varying performance programmes aimed at attracting more investment and better athletes. That discussion continues.

What should now happen is, as we approach 20 years after the start of the millennium, all concerned should be reorganising policies and programmes while maintaining contact with resources which can help to maintain and improve standards all around.

The Summits are sometimes largely a “talk shop” however, there are relationships that can be strengthened to bring a greater focus on sport as a tool for economic development for the Caribbean. The 2017 version of The Business of Sport is scheduled for Kingston, May 18 & 19. Information on the schedule will be out soon where you can register to participate. In the meantime, follow us on