Jamaica missing sporting opportunities

THE SPORT industry continues to grow with an estimated US$5 billion associated with sport. It is no longer a matter of travelling to watch a game, it has become about the experience built around the event. That is what distinguishes those who see sport as an economic opportunity from those who see it as just a match.

The 2022 Caribbean Premier League saw St Kitts, St Lucia, Trinidad and Tobago, and Guyana successfully bid for hosting rights. In fact, Guyana has been awarded the finals for 2022 through to 2024. The CPL just concluded its 10th consecutive year as, not only “the biggest party in sport”, but also as the largest regional sporting event, incorporating matches in nine countries so far. Many of these countries bid for the finals as they saw great economic gain. Unfortunately, countries like Jamaica fail to see any advantage.

Cricket is being marginalised in Jamaica, which does not augur well for the sport. Housing over half of the population of the West Indies, neither the Jamaica Cricket Association nor Cricket West Indies can afford to ignore the demise of cricket in Jamaica. International games are now distributed amongst 10 territories, which does not give anyone the right to hold a series. First-class games are being reduced. A whole generation of Jamaicans have not seen the Super50 competition of Cricket West Indies, as it is held mainly in the eastern Caribbean, often at the behest of the sponsors.

The reality is that even when cricket is being hosted in Jamaica, the paucity of marketing leaves even the most ardent cricket fans in the dark. This year, the T20 series against New Zealand saw one stand being closed at Sabina Park and the northern stand populated with a few thousand people. It was only when the well-publicised Party Stand was opened on the last day that many realised that cricket was being played. Expecting 250 people in that stand, ticket sales were capped at 400, many of these patrons knew nothing about cricket, nor were necessarily interested, but were there for the party.

Contrast that to the capacity filled Queens Park Oval (11,000), Brian Lara Cricket Academy (18,000), and the National Stadium in Guyana (14,000) for the CPL, where cricket happened to be playing around a party. Each ground had flag-waving spectators moving to the sounds of the steel pan or tasa drums, and, of course, the latest reggae tunes, responding to the DJs, and yes, enjoying cricket.

The scenario was maximised by Guyana President Mohammed Irfaan Ali, who sat in the stands, in preference to the presidential suite, to be part of the pomp. The photo ops did his reputation no harm!

But there is a lot more activity that takes place than the matches. And if properly planned, as it was in Guyana this year for the CPL final stages, great economic activity can be derived beyond the field of play. The CPL finals in Guyana were made into a cricket festival. Apart from the 11 matches, activities were planned around the cricket. September saw a 91-per-cent increase in tourist arrivals in Guyana. The majority of the 23,000 people who entered the island would have come because of the cricket. The CPL entourage itself was over 220 people. Additionally, there were owners of the franchises, many of whom are large industrialists and even Bollywood stars. Not only are these people exposed to the country, but they often return for longer visits in the future.

However, it was not only cricket. There were concerts by Beres Hammond, Spice and Machel Montano on separate nights, and even a Duck Curry Chutney festival for those with East Indian tastes. Nightly food fairs and night markets blossomed as people explored what Georgetown had to offer.

Outside of cricket, tours to the interior benefited many reliant on the tourist dollar far from the capital. In the end, not only was cricket a winner, but so was Guyana.

The other countries, though not as extravagant in their planning, would have seen similar gains during the CPL. All host franchises received government subsidy to the tunes of millions of dollars to assist with the hosting of matches. They must have seen a greater economic return for their investment. The economic gain is not just for the governments, but for common people: vendors, restaurant owners, transportation providers, those in the tourist industry, and many others.

The economic impact of the CPL, in terms of sponsorship valuation and global audience, has increased progressively over the past five years (Table 1). With half a billion people having watched it for the last two (COVID) years, and sponsorship valuation doubling over the preceding years, one can understand why the competition was held, albeit in one venue and without spectators.

Table 1. Economic Impact – Sponsor Valuation

YEAR SPONSORSHIP VALUATION $US GLOBAL AUDIENCE (Million)

2017 $10,123,792 149.7

2018 $10,562,723 200.3

2019 $17,568,932 312.7

2020 $42,700,000 506.6

2021 $47,700,000 517.4

Considering this, it is difficult to understand why Jamaica would not want to be part of it. Granted, tourist arrivals in Jamaica have rebounded impressively, and a 20,000 influx for a month may be a drop in the ocean of arrivals. But, where do most of our tourists go and where is cricket played? For the CPL to be held in Jamaica, Sabina Park would be the venue and therefore Kingston the centre of activity. Kingston is certainly not awash with tourists. Yet it has, as many if not more hotel rooms than Georgetown or Port of Spain. Not to mention homeowners with rooms to rent. Certainly, Kingston would welcome the increased patronage at markets, restaurants, shops and cultural activities. The use of Jamaican musical superstars to entertain people in other countries seems to exceed that within our own borders.

The government’s support to the Tallawahs has been sporadic and sparse (Table 2).

Is it that the government has done an economic impact assessment and deemed it not worthy of investment? Or has this not been considered at all? Jamaica might be in danger of losing the franchise which has carried the country’s name and with it a subliminal advertisement of the country. What is it that we are seeing that those Caribbean Governments hosting franchises are not?

Table 2. Funding to Jamaica Tallawahs by the Government of Jamaica

YEAR 2017 2018 2019 2020 2021 2022

FUNDING $35,000 $0 $200,000 $7,500 $40,000 $0

Sports is not only about game management, but event management. We need to become cognizant of missed opportunities and rethink our investment strategies. It appears that holding events like the CPL should easily outstrip the investment required. And which decision maker would not revel in being in the middle of a large cheering crowd for a social media moment!

Sport Pulse and Sport Matters are fortnightly columns highlighting advances that impact Sport. We look forward to your continued readership.Dr Akshai Mansingh is Dean, Faculty of Sport, The UWI. He can be reached at akshai.mansingh@uwi.edu