Carole Beckford | Reorganising sporting events

"Sport is now the only potential discipline where you can engage very high numbers of people. It still provides one of the few moments that is broadcast live where having a replay doesn't make sense. When it comes to sport, Netflix has zero value." Jean Pierre Diernaz, vice-president of marketing, Nissan Europe

Are traditional sporting events and sponsorships passing? That is the question being posed in recent years, where, in Jamaica, athletes and their management are being faced with decisions regarding participation in traditional or more commercially driven events.

Two sporting disciplines in Jamaica have recently been confronted with the issue. High-school football and track and field now have the Manning and DaCosta Cups vs FLOW Super Cup; while track and field now has the Gibson McCook Relays and Western Relays vs the Digicel Grand Prix.

What this has shown is sponsorship and cash incentives are colliding and the athletes and their (the biggest assets) and their management teams, have a real decision to make. Supporting the traditional meets doesn't always add up (pun intended) and the schools invest so much in the athletes' preparation; so a cash reward has its place in determining the extent of the participation.

While I am not here to propose that all meets/

tournaments offer cash, I see this as an opportunity for the organisers to recalibrate their events to target fans, which have become so much more demanding for a more engaging experience than ever before.

As sports marketing shifts towards a more inclusive culture and with some slight shift to more entertainment and lifestyle-oriented events, organisers must be cognisant of the trends and offer the best experience to fans, while allowing athletes the best environment for peak performance.

Let me use the Gibson McCook Relays as an example. The event just celebrated its 45th year, but missed three years within that time because of two years of stadium repairs and an outbreak of polio.

The event was always held on the last Saturday in February. It was also the event where schools used as a test for their relay teams ahead of Champs and Penn Relays. Over that period so many events have come and gone, but that maintained its stay. The only clash I remember was with cricket at Sabina Park back in the day, and Bobby Fray and Jimmy Carnegie would update the crowd at intervals.

TIME FOR ANALYSIS

Four decades is a long time and in 2018, now is as good a time for the Gibson McCook Relays group to have a look at their template and see how best they can attract support from the multidimensional fan, while having the ability to showcase fierce competition.

I have seen suggestions of moving the meet, but I object. I think within the tradition lies a great opportunity to rebrand.

The 10-hour-long meet could be reduced; but not just that, the meet now must have a mix of stellar events and competition along with music, food, entertainment and other accessories to keep the fan engaged from start to finish. It should also be a made-for-television event with the ability for the host broadcaster to run highlights for the fans in the venue and the viewers at home.

The rise of broadcasting using social platforms for 'live' functionality must be considered as one of the many activities in the venue to attract the new fan of track and field. The users of Facebook, Twitter, Snapchat and Instagram are now a significant portion of the market you want to reach.

The more mature spectator, baby boomers and Generation X-ers, who are your die-hard fans, are looking for a VIP, all-inclusive experience that has them intensely involved in the results, while existing in a fÍte-like environment for an affordable price. The issue of ticketing and availability must also be addressed.

I therefore would like to suggest a few things to sporting event organizers:

1. Announce your partners early - broadcast and corporate.

• Have them involved in activation.

2. Promote heavily on the traditional and non-traditional platforms.

3. Employ the experts who can deliver (social media experts are always available).

4. Use announcers who not just know the sport but know the value of crowd engagement.

5. Focus on creating content for a wider range of fans.

• Kiss cam, fan zone and play area for Children.

Cricket West Indies rebranded the just-concluded Super50 and from all accounts, fans responded positively to the add-ons, which included face-painting and photo booth for the children, and the music.

The field is open and ready for play.

- Carole Beckford is an international sports marketing expert, author and educator.