Recently, the T&T Government used the achievement of sport as a tool for national development. What we witnessed was a thriving but disorganised sports business as an economic activity. There were several sub-activities and linkages from the performers to the managers to the broadcasting of events. However, absent from the equation were merchandising, promoting, licensing and standardisation of products. The media had a ball which gave the event an air of excessive commercialisation, unconsciously showing and demonstrating the impact of sports on the nation. It was the Keshorn Walcott’s miracle in London. The nation stood still....astonished. In unison, the nation exploded with excitement. The jubilation was dumfounded as these events brought the people together. Sports must be perceived as an emerging industry in T&T. UWI and UTT now offer programs in sports management. These programs hold great potential for new career paths. Foster College in Jamaica produces sports professionals. A similar approach in T&T could enhance our national sports management capabilities.
A new media landscape at all levels of sports promotion and development, could redefine and consolidate its role in the national development program. A major resultant benefit of any economic impact assessment of sports and sports events on the economy, within the context of sports as an emerging industry, will be the determination of the current levels of employment. Looking at Toco; tourists will flock there to see where Walcott lives. Where he trains, where he went to school etc. The tourist must spend money to travel, to eat, to rest, to sleep. These events will stimulate entrepreneur’s efforts in Toco. There would be the possibilities for employment opportunities that would accrue in the name of sports against the national development agenda. What we need to do is to lend ourselves to the rules of the game for the enhancement of sports.
Be assured that if we begin to do the right things, take the rights steps, give up individual parochial interests for the greater good of us all, adopt and keep to the dictates of the industry, be more transparent in all our dealings and begin to think outside the box in all matters, we will not need the same number of years that has taken the developed nation to grow our industry and catch up with global trends. It is difficult to imagine what winning the Fifa World Cup would do to the economy of T&T. The value of this achievements and the premium it will contribute to enhancing the image of T&T can only be left for posterity to determine.
The legacy of the Soca Warriors’ performance at the Fifa World Cup, Germany 2006, the miraculous performance of Walcott at the 2012 London Olympics are critical elements in the enhancement of the national image. The extent of the short, medium and long-term accrued benefits that would habituate to our advantage as a nation to boost our sports tourism in-flows cannot be fathomed. Economic impact and the chance to promote one’s nation on the world stage are the reasons why nations are often prepared to invest in sports development programs. As a nation, we must continue to invest in sports. It reinforces the T&T image. It re-defines our sporting aspirations and strategies as we continue to explore new frontiers. We must bring job opportunities and economic prosperity to our citizenry in rural and city areas. Sports will continue to influence the national development agenda through the opportunity it offers to deliver long-term benefits and legacies of a national image.
