Big Business in Jamaica’s Sports Sector – Minister Neita-Headley

Jamaica’s potential to earn an additional US$100 million annually from the estimated trillion dollar global sports industry can be realized through the implementation of policies targeting “the business of sports”.

This was alluded to by Minister without portfolio with responsibility for Sports, Hon. Natalie Neita-Headley, as she addressed the official launch of ‘The Business of Sports Conference’ at JAMPRO’s corporate headquarters in New Kingston on March 7.

The Minister said that critical to the achievement of that vision and objective is the creation of a “competent and effective body dedicated to marketing sports as a product so that we are able to attract visitors and entrepreneurs to our shores."

“This would be a sports marketing and research team (SMART), which will have as its terms of reference, the development and marketing of the sports component of Brand Jamaica."

Minister Neita-Headley observed that Jamaicans have always demonstrated the ability to venture into new territories and be successful.

“We proudly boast that we have amateur and professional sportsmen and women participating in over 40 sporting disciplines ranging from track and field and cricket to bobsled, skiing and dog sledding. Jamaica has been blessed with sportsmen and women, who are naturally gifted and whose talents have brought fame and glory to our country,” she stated.

She reflected that over the past 62 years, track and field has unequivocally established itself as Jamaica’s most successful sport. These achievements, she said, have been measured by “our overwhelming success at world meetings” including Olympic Games and World Athletic Championships.

“No other nation, apart from the United States, has produced as many male Olympic sprint medalists since Jamaica started competing at the Olympic Games in 1948.  On a per capita basis, Jamaica is second to none. Our successes in sports have been built on talent, tradition and training. Jamaica, at the moment, is regarded as the haven for sprinting,” she declared.

The Minister observed that not long ago, to be a professional in the field of sports meant being “athletically inclined to play one sports or another or to coach or train in a particular discipline."

“Today, a whole new set of opportunities have evolved in sports, and we must inform ourselves and our children so that we will make informed decisions about career paths and investment opportunities,” she added.

Elaborating her vision of sports as a business, which can be managed and developed to grow the Jamaican economy the Minister said, “My vision is that sports in Jamaica will become a major income earner and will be the glue that binds us together as a people. In this regard, our policies must positively influence economic models for the development of sports."

She also observed that the tradition of excellence in sports is part of what Jamaicans celebrate as a people and that the country must exploit the sector as a significant contributor to economic growth.

“In this regard we must explore ways to develop viable sports products to include sports tourism, sports manufacturing and sports medicine. As the sprint super power of the world, we want to be recognised as a source for top quality coaching and training,” she said.

The Minister stated that people from around the world have openly expressed their desire to explore what accounts for Jamaica’s dominance in track and field. “Therefore, it is up to us to develop a strategy to accommodate the demand with an eye on the potential financial benefits to the nation as we capitalise on the investments we have made in preparing our athletes."

The Minister congratulated sports management consultant and President, The Business of Sports, Carole Beckford and Director of Strategic Corporate Interventions, Milton Samuda for their vision in organising the sports business conference scheduled for May, as well as the sponsors for “recognising the value in supporting such an important initiative…”

In endorsing the event, the Minister stated that in the context of Jamaica’s 50th year of Independence, “we must be prepared to examine carefully, how we can move the development of sports in Jamaica to reflect the greatness that resides in us as a people."

She called for a change in the mindset that sports is only for “recreation and competition” and regard sports as a business with great economic potential.

“As Minister with Responsibility for Sports, I endorse this event as one that captures the essence of the business of sports and I wish you every success for the conference in May,” she declared.

By Allan Brooks, JIS Senior Reporter