What's new with Team TTO

May 28, 2020

TTOC to roll out covid19 relief to athletes

The TT Olympic Committee (TTOC) is currently finalising the criteria needed for athletes to benefit…
May 26, 2020

OpEd: The IOC Stands in Solidarity With All Athletes and All Sports

Much has been written lately about the International Olympic Committee (IOC)’s finances. Some of these…
May 26, 2020

Stellar example Duncan teaches art of adaptability

Marcus Duncan knows how to adapt to different circumstances. While other athletes have suffered because…
May 24, 2020

Chow remains focused Olympic rower trains harder during lockdown

For Team Trinidad and Tobago’s top rower Felice Aisha Chow, being defeated by the circumstamces…
May 23, 2020

TTOC President Lewis claims cancellation of Tokyo 2020 would put NOCs in "a big hole"

Trinidad and Tobago Olympic Committee (TTOC) President Brian Lewis claimed the cancellation of the Tokyo…
May 22, 2020

Lewis: Olympic cancellation not good for NOCs

Brian Lewis, president of the T&T Olympic Committee says a great number of National Organising…
May 18, 2020

Mother of invention Athlete Talks, Ultimate Garden Clash born out of Covid-19

I could not have imagined how excited I would get watching on my computer screen…

Tokyo 2021 #1YearToGo

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Sports stake­hold­ers need to stop lament­ing about the per­ceived lack of sport spon­sor­ship from cor­po­rate T&T.

In dif­fi­cult eco­nom­ic con­di­tions, the busi­ness com­mu­ni­ty will pay clos­er at­ten­tion to ex­pen­di­ture out­lay in their fo­cus to stay in busi­ness and to stay rel­e­vant.   

Win­ning a medal in and of it­self isn't an au­to­mat­ic key to spon­sor­ship nir­vana. It takes more than win­ning a medal to mo­ti­vate clear-sight­ed busi­ness peo­ple to pull out their cheque books.

The T&T Olympic Com­mit­tee (TTOC) and the T&T Com­mon­wealth Games As­so­ci­a­tion (TTC­GA) would have host­ed a num­ber of ath­lete-fo­cused work­shops aimed at in­form­ing, ad­vis­ing and cre­at­ing aware­ness among Team T&T ath­letes about the im­por­tance of their per­son­al brand and the im­pact their brand will have, pos­i­tive or neg­a­tive, in re­spect of gain­ing spon­sors. These work­shops are in­tend­ed to help ath­letes get spon­sored.  

It is, how­ev­er, im­por­tant to note that Team TTO ath­letes must em­brace the no­tion that spon­sors will not jump sim­ply be­cause you have won some­thing. In their very in­for­ma­tive book "The Ath­lete Brand", Vick­ie Saun­ders and Char­lotte Woods, pro­vides a guide for all types of ath­letes, on how to build and ben­e­fit from their brand. The au­thors point­ed out that whether they know it or not ath­letes have a brand and as such its im­por­tant the ath­letes are in con­trol of what their brand looks like.

How to iden­ti­fy, com­mu­ni­cate and lever­age on your brand are im­por­tant brand-build­ing ba­sics to have.   

Ac­cord­ing to Saun­ders and Woods ath­letes, who have had a re­al strug­gle, have made sig­nif­i­cant break­throughs on their brand and spon­sor­ship jour­ney by tak­ing brand build­ing se­ri­ous­ly.  

What is an ath­lete brand?

An ath­lete brand is the com­mu­ni­ca­tion of an ath­letes unique­ness: their sto­ry, their style, their in­ter­ests and be­liefs, their be­hav­iours and val­ues along with their ath­let­ic en­deav­ours.   

Saun­ders and Woods be­lieve that when ath­letes know their brand, amaz­ing things hap­pen. The ques­tion is how do we get the T&T sports sec­tor to car­ry pos­i­tive mes­sages to cor­po­rate T&T in­stead of on­ly lament­ing.  

Sport stake­hold­ers who know their brand are said to be con­fi­dent, ex­cel­lent to work with be­cause they take the time to un­der­stand what they val­ue, what they need and what they want their jour­ney to look like. They have a clear vi­sion state­ment. They car­ry a mes­sage.

It's time to stop blam­ing cor­po­rate T&T for the per­ceived woes. Time to stop lament­ing and en­gage in some se­ri­ous brand build­ing.  

Woods had this to say: "All ath­letes can have a pow­er­ful and im­pact­ful brand no mat­ter how small their au­di­ence is".

It is nev­er too ear­ly or too late to start build­ing your brand.

Ed­i­tor’s Note:

Bri­an Lewis is the Pres­i­dent of the T&T Olympic Com­mit­tee (TTOC) and T&T Com­mon­wealth Games As­so­ci­a­tion (TTC­GA) and the views ex­pressed are not nec­es­sar­i­ly those of the or­gan­i­sa­tions.