| T O P I C R E V I E W |
| Karl |
Posted - Sep 28 2005 : 02:09:01 AM
SEAN A WILLIAMS
Saturday, September 24, 2005
There are those who believe that sports on the whole, and football in particular, can be the catalyst to effect social changes in crisis-stricken Jamaica.
When one looks at the effort some football clubs have put into developing their administrative structures and their facilities, it is a clear indication that there are many who trust in the potential of our football and what it can do for the community and the country by extension.
This belief and sense of commitment are shared by some corporate entities. Wray & Nephew - distillers of fine Jamaican rums - has made the boldest statement yet as a sponsor by their multi-million dollar investment in the National Premier League (NPL).
They have committed an additional $250 million through to 2012. This marks the largest sponsorship locally of any one sport by a single company.
For a company with the stature of Wray & Nephew to take such a giant step speaks to the confidence it has in the administrators of local football, the Jamaica Football Federation (JFF).
Also, they must believe that their association with the nation's top league will bring worthwhile returns on their investment. With matches being broadcast live on television and on radio, promotional activities at games and regular newspaper articles, the company's brands are getting the exposure that would otherwise cost much more in direct advertising.
But the marriage between the JFF and Wray & Nephew is serving both partners, and the sponsor's extension of their association is evidence of a successful union.
I support the call of JFF president Crenston Boxhill that companies that invest heavily in sports development should be given "special" tax breaks by the government. This would also serve as motivation to other companies that have been reluctant to come forward.
There are a lot of large corporations in Jamaica - both local and foreign - that would be willing to pump money into sports but are reluctant because of the poor level of organisation of a number of our sporting bodies. Some have stayed away, too, because they believe the effort may not be worth their while.
Also, we must not fool ourselves that some corporate companies have refused to be associated with football in particular because of the sometimes rowdy behaviour of the fans.
The truth is that there have been a few ugly incidents of crowd trouble at matches in the past, but those partnering with the JFF have emphasised that indiscipline will not be tolerated, and there has been considerable improvement as clubs have put their feet down in keeping their supporters and players in line.
We also know that companies have scorned football because most of the teams are inner-city-based and it is their belief that the day-to-day life of murder and mayhem will spill over into the sport.
I have not seen that. In fact, it is often a soccer game that acts as a "cease fire" for warring factions, a place where divided communities can mingle as one. We have seen how the successful "Road to France" World Cup campaign fostered a spirit of brotherhood among Jamaicans, and this is something to build on.
Should big businesses decide to invest more, maybe we would have begun a social healing of a country afflicted by poverty, crime and violence.
Large companies that make millions, even billions of dollars a year, in profits by selling products and services to impoverished Jamaicans should feel a sense of obligation to give back to the communities in a tangible, meaningful way. To be fair, some have given back, but far below what their enormous resources enable them to do.
Other corporate giants whose wealth was sucked from the ordinary Jamaican should take a page out of Wray & Nephew's book and share their dream of rescuing the decaying communities through sports-driven initiatives.
Some of these companies have concentrated their efforts in other area of community development, but I cannot think of a better way of reaching people than through sports, and football in particular.
One significant way that big companies with huge financial reserves can contribute, is to put their money in the construction of football stadia similar to what a number of American companies have done.
The Home Depot Centre in Los Angeles, the Gillette Stadium in Foxboro, Boston and the Reliant in Houston are grand facilities built with private money. This has to be the thinking going forward, because government will not do it.
Football is the most popular spectator sport in Jamaica and I urge reluctant corporate Jamaica to examine itself while we the believers continue to use this avenue to begin to make a change in OUR Jamaica.
We must say a big thank you to all other corporate entities who believe and who are willing to invest in the dream of making a change through sports.
And to the government, we would want to see serious consideration given to the suggestion of rewarding companies who invest big in sport by offering special tax concessions.
Source - Jamaica Observer
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