Jamaica and the business of T&F

[Jangle]

So little Jamaica went to the Olympics Beijing, China in 2008 and shocked the world with our out-of-this world sprinting performances. Then we followed up that with another amazing performance at the World Championship Games in Berlin, Germany in 2009. We again embarrassed the mighty US of A at the WCG in Seoul, Korea in 2011, and then confirmed our sprinting prowess at our welcome "home" party at the London Olympics last year. To imagine that "likkle" Jamaica, the size of Connecticut, a single state in the big United States of America, can have the audacity to challenge a super power like America, and dominate them in sprinting, the marquee event in Track & Field, is absolutely mind boggling. Jamaica, and her sprinters, have picked up the sport of Track & Field, placed it on her back, and have elevated it to newer heights that not even the USA could have done after the drug riddled 80's and 90's. Usain Bolt, a Jamaican, is the now the face and the great saviour of the sport.

Despite all of our successes on the track, the Jamaican government(s), is yet to figure out a way to commercially capitalise on the unprecedented free goodwill that had befallen us, just like how we failed to build on our ReggaeBoys' visit to the 1998 World Cup in France. Jamaicans have long considered sports as a hobby, and as such, have never really invested the capital required to professionalise our sports.

No other country in the world is better at marketing and commercialising sports like the USA. In the recently published WR Hambrecht & Co. Sports Finance Group, US Professional Sports Market & Franchise Value Report for 2012, it is estimated that personal consumption expenditure (PCE) on the spectator sports segment reached $25.4 billion (http://www.wrhambrecht.com/pdf/Sport...port_2012.pdf). In 2012, Nike, with its headquarters based in Portland Oregon, wanted assurances that the rules for doing business in Oregon wouldn't substantially change. Nike plans to invest US$400m in constructing new facilities and provide 2000 solid-wage jobs in the coming years.

Now PUMA, one of Nike's biggest rival in the sport apparel business, hashad a long and established relationship with Jamaica and her Track & Field. However, whilst PUMA continues to reap rich rewards with its association and sponsorship of the number one athlete in the sport, Usain Bolt, Jamaica continues to sit back and basked in the adulation of being the number one sprinting country of the world without any commercial remuneration. These Fortune 500 apparel and sports related companies, PUMA, ADDIDAS, NIKE and others, should be wooed by our government with all sorts of tax-break incentives to set up shop in our island. The opportunity to tap into the huge South American market, given our geographical location, should be dangled as a business incentive. Imagine if PUMA were to set up shop in Jamaica, and as part of the deal, they were to build a high performing center where our athletes, and not just Track & Field, can train year-round by the best coaches in the world. Such a center could become the mecca for Caribbean and South American athletes who would wear the PUMA brand at major meets increasing their visibility. PUMA would have an unlimited access to conveyor belt of Jamaican and Caribbean sprinters.

With the emergence of our up-and-coming young sprinters, Jamaica is looking set to continue being a major force in the world of sprinting. We are in the heights of a purple patch in our Track & Field history, however, like everything else, this cannot last for too long. We need to utilise this opportunity that is presented to us before our fortunes start to wane. The opportunities for marrying sports and commercial investments in Jamaica are endless. We need people with vision both in the business sector and in government to step up to the plate.

[Islandman]

Private sector would have to lead and they probably don't think its worth the effort for some reason or another.

Our govt cannot even do the basic things well. Remember these are the people who built a major sporting facility by Jamaican standards in Trelawny and did not even think it necessary to put in lights, so it cannot host evening or night events such as T20 cricket games . Now it rots away.

People like Carol Beckford (Bolts former PR rep) have been speaking and writing about the possibilities for a while, as well as facilitating partnerships between GC Foster and overseas groups through the organization This Business of Sport . However for it to take off would require a lot more interest and capital which has not really happened so far.

As a people we don't really have a culture of big ideas. This is where one would think the diaspora groups could play a greater role but I haven't seen much happening there either.