What's new with Team TTO

July 13, 2020

Bach says cancelling Tokyo 2020 would have been easier option for IOC

International Olympic Committee (IOC) President Thomas Bach has said it would have been easier to…
July 13, 2020

Lewis wants Olympic medallists to receive Olympic Order

THE LIFETIME ban imposed on former American Olympic track and field medallists Vince Matthews and…
July 12, 2020

Athletes Are Fighting the Olympic Ban on Protests

At a time of global uprisings, the Olympic ban on political dissent is under renewed…
July 12, 2020

CANOC urging sports associations in the Caribbean to be innovative

BRIAN Lewis, president of the Caribbean Association of National Olympic Committees (CANOC), believes that sport…
July 11, 2020

First black Miss Universe became a national icon in Trinidad

When Janelle “Penny” Commissiong became Miss Universe in 1977, the world sat up and took…
July 10, 2020


Following the successful SIGA-Soccerex Webinar on the topic, “Football For All,” the Sport Integrity Global…
July 09, 2020

Lewis: Reinstate Munich Games 400m medallists Matthews, Collett

Caribbean National Olympic Committees (CANOC) president Brian Lewis is calling for the rescinding of a…

Tokyo 2021 #1YearToGo

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Cartan Global | Tokyo 2021

Welcome to the Olympic Channel Live

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Sport Company & TTOC In Support Of New National Sports Policy https://t.co/jG7ypInB43 https://t.co/9w3eZoFpqL
About 4 hours ago
Lewis wants Olympic medallists to receive Olympic Order https://t.co/xKt9tSOtd8
About 4 hours ago
Bach says cancelling Tokyo 2020 would have been easier option for IOC https://t.co/0SkPdDyghM
About 4 hours ago
RT @SIGAlliance: "SIGA Creates Task Force on Race, Gender, Diversity, & Inclusion." Check out what it's members have to say & will deliver…
About 20 hours ago

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The uniqueness of sport and that human beings view sport as a special experience and having a special place in their lives underpin what some say is a love-hate relationship. In the best and worst  of times, sport is intangible, experiential and subjective. Bernard Mullin, Stephen Hardy and William Sutton probably said it best— sports are expressions of our humanity that can’t be bottled like water.

They emphasized that what each person sees in sport is subjective in nature. Marketing sport isn’t the same thing as selling soap or bread. Peter Bavasi expressed it this way: “You are selling a memory, an illusion.  Each sport fan or participant creates a different illusion.” Many sport organisations simultaneously compete and co-operate while fee sport organisations can exist in isolation.

Product salience and strong personal identification lead many sport fans and participants to consider themselves experts. The expert mentality argues Bernard et al is a feature not found in any other business or sector. “They made the point in this manner.” No other business is viewed so simplistically and with such personal identification—unpredictable,  inconsistent and open to subjective interpretation.

There is a great need for better sport marketing so where do we go from here?

How do we create independence rather than dependence, future focused, encouraging initiatives that  lead to economic independence, and a sustainable future? The long-term betterment is through standing on your own two feet and being independent. No matter where in the world you travel, it’s hard not to wonder if humanity has lost the art of human interaction.  How to stand out from the competition and be unstoppable.  How to delight each and every person who calls on you and give them a great customer experience.

How do we rediscover that human touch. It’s as if life has beaten the soul out of humanity.

Soul...it’s a  vibe that gives purpose.

It’s at the core of what draws us to things and people.

Success doesn’t have to be predictable. Soul matters. Pure passion and desire matters.

How do we remain fearless when ambition isn’t enough?

What keeps your passion going ?

Focus, productivity and a clear view of the end game.

How do we create relevance?

There are so many young people in T&T who are thirsty for personal and professional growth and development.

The greatest enemy of excellence is talent: talented individuals assume they will do well because they are talented.  When times get tough, it’s the ones who are used to trying their hardest who stay the course.

Good leadership is about getting the best out of everyone.

There are times when it seems that the more things change the more they remain the same.

Our athletes endure the same problems and issues over and over.

Trying to get the answers that are needed to move sport forward seem never to come.

Daily those who can facilitate the betterment of sport seem more focused on creating roadblocks rather than sustainable progress.

As national sport organisations face an uncertain future, a better way must be found.

Sport cannot continue along the path of futility.

Forged from the love of liberty...this our native land...where every creed and race find an equal place.

Side by side we stand islands of the blue Caribbean Sea.

Come T&T, awake from your slumber.

Sport wants to make a contribution.

Brian Lewis is the president of the Trinidad and Tobago Olympic Committee. The views expressed are not necessarily those of the Olympic Committee.
Support No 10 Golds24 Athlete Welfare and Preparation Fund. Make your donations to any branch of Scotiabank account number 171188.