Motor Business - UTech eyes motor sports

Laranzo Dacres, Sunday Gleaner Writer

The University of Technology (UTech) in St Andrew plans to launch a Sports Entrepreneurship Project to commercialise activities of sporting clubs, such as motoring groups.

Professor Rosalea Hamilton, vice-president of development at UTech, told Automotives that a project proposal has already been submitted to the Inter-American Development Bank (IDB). However, she noted that even though the project has received an initial favourable review by the multinational organisation, UTech has not received an official go-ahead by the IDB. This, Hamilton is hoping, will come by the end of this month.

"We are trying to work with as many clubs as we can, including the motor-racing clubs," Hamilton said.

"The plan is to encourage and help them to turn their club activities into viable businesses. This way they can earn money and won't have to depend solely on sponsorships."

Hamilton was quick to point out, however, that the project will not centre on motorsports, but a wide range of sporting activities.

special programmes

Among the deliverables identified will be the training of sporting personalities, such as race-car drivers and other participants, through workshops and seminars on the business of sports.

"So, coming out of those training interventions, we will design courses that will try to meet the needs of those in the world of sports," Hamilton explained.

"For instance, if there is a query about the branding of racing cars, we could design a course to address that matter to benefit the club members."

In fact, she said, there are a number of related businesses that could benefit from a vibrant motor-sports industry. For instance, the earning power of automotive technicians and other service providers, we feel, could grow as the sector grows.

David Mais, a representative of the Ministry of Youth, Sports and Culture, has welcomed the project proposal.

"This is great news. I think it's a great move on their part and I am looking forward to it becoming a reality," Mais said.

He told Automotives that the university has recognised that motorsports can be profitable, giving the investments that have already been made in facilities, the high level of spectator interest and resultant commercial opportunities such as branding of the vehicles.

"We who are involved in the Kingston Grand Prix, for example, are interested in hearing more," Mais added.

Bridging the gap

Said Hamilton: "We want to infuse business knowledge into this area, because most persons go into sports knowing about the discipline, but not the business side and that's the gap we are trying to bridge."

Hilary Jardine, president of the Jamaica Race Drivers Club (JRDC), is in support of the UTech plan.

"It is a very good project and there is money to be made," he said.

"Motor racing is a big sport and it is getting bigger and bigger each year."

He described motor racing as the next big sporting activity to track and field, bolstered by the Usain Bolt brand, on the world stage. But, he believes the main area of weakness for the local sporting fraternity is in marketing.

"Marketing experts and advertisers need to wake up and see what's happening on the local and international scene and see how we can generate income for everyone involved," the JRDC president said.

"You have more people selling motor-racing parts and services than those involved in the operation of restaurants on the island. So, I give this project my full support," Jardine noted.

UTech is no stranger to speed. It is home of the MVP Track Club, which boasts the likes of Olympic and World Championships multi-medallists Asafa Powell, Shelly-Ann Fraser-Pryce, Melaine Walker, Brigitte Foster-Hylton, Nesta Carter and Kaliese Spencer.