Things that Matter with Brian Lewis President of TTOC

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Things that Matter
Time to give T&T sport brand industry status
Published: Tuesday, March 8, 2016 (T&T Guardian)

By Brian Lewis TTOC

Putting the party islands of Trinidad and Tobago on the global sport  map and getting a bigger piece of the global sport industry pie will require a comprehensive sports ecosystem and giving T&T sport - industry status.

The global sport industry is big business and estimated to generate annual revenue between  $400 - 600 billion US dollars. Research papers suggest that on average, the sports industry is growing at a faster pace than global GDP. Industry status will attract corporate investment, foster effective governance,  increase opportunities, transparency and accountability.

The various segments of the sports ecosystem will benefit from industry status. By harnessing the potential of T&T sports, ecosystem industry status can be a game changer as opportunities are identified. Change the game and win big. Innovate, create and  disrupt the game. The T&T sports ecosystem can’t subscribe to the status quo. It must disrupt if extraordinary success is to be achieved.

What will it take for T&T to be a  game changer in the global sport industry? Entrepreneurs think differently than non entrepreneurs. An effectuation process rather than casual at times dominate their thought processes. The sports ecosystem needs to take on an entrepreneurial mindset.

The objective is not to play the game but to change it. There is no better time than now to build brand T&T and the business behind the brand. Let our passion and commitment become stronger than our fears. Throw caution to the wind. Let the Party Islands become a player in the global sports industry market place.

Every day is game day so mental focus is mission critical — just as this country’s elite athletes —game changing means consciously making the commitment to performing at the highest level. Going for gold in the global sports industry. Adversity allows people to shine and grow, gain experience, confidence in their abilities and capacity and it brings out the best in them.

The paradigm shift will take place as the growth mindset and entrepreneurship culture takes hold. Tomorrow the Trinidad and Tobago Olympic Committee (TTOC) 2016 sports marketing and business of sport conference with the theme Economic Growth and Diversification: Trinidad and Tobago Sport Rising to the Challenge, will take centre stage  at the Hyatt Regency Hotel.

Kevin Roberts, Founding Editor of Sport Business International will deliver the key note address. Minister of Sport and Youth Affairs Darryl Smith will share his thoughts on sports’ role in Economic Diversification. Through out the day high profile speakers will provide thought provoking insights and views in an interactive question and answer format with participants.

Having taken up the gauntlet of achieving 10 or more Olympic gold medals by 2024, the TTOC is moving beyond 2024 and has now set its sights on championing and advocating for the development of a multi billion T&T dollar net foreign exchange earning sports industry by the year 2030.

•  Brian Lewis is president of the T&T Olympic Committee (TTOC). The views expressed are not necessarily those of the Olympic Committee. Support #10 Golds24 Athlete Welfare and Preparation Fund. Donations can be made at any branch of Scotiabank account number 171188.

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Things that Matter
Making T&T a serious player in global sport
Published: Wednesday, March 16, 2016 (T&T Guardian)

By Brian Lewis TTOC

If Brand T&T is to become a world class global sport brand the challenge is to move from talk to action and to do so, not someday but now.

The TTOC (T&T Olympic Committee) held its first Sports Marketing and Business of Sport Conference last Wednesday at the Hyatt Regency Hotel in Port-of-Spain. The event was well attended with high profile speakers including Minister of Sport and Youth Affairs Darryl Smith and permanent secretary in the Ministry of Sport and Youth Affairs, Joan Mendez.

Stakeholders in T&T sport were challenged to take a personal responsibility in helping establish a thriving sport business in the country during the conference themed “Towards Economic Growth and Diversification”.

Some 100 thought leaders, influencers and key decision makers from sport, finance, media, technology, investment and government discussed key issues, challenges, exchanged ideas and insights and proposed solutions and new relationships capable of helping to shape the future of sport and the sports industry.

Among the key takeaways from the day’s discussion were:

T&T, home to some of the best known athletes in the world and the top properties in global sport: The goal is to build and scale a T&T multibillion dollar Sports Industry by year 2030.

TTOC will establish a Think Tank that will brainstorm strategic discussions in respect of finance, investment, communications, event planning, marketing, business development and public relations as it relates to the development of a sport business industry master plan and a unique selling proposition (USP).

Maximising assets and investing in the future: The need for immediate action, a new paradigm and a rethink.

How can the sports ecosystem in T&T leverage and seize upon the commercial revenue opportunities locally, regionally and globally.

Global trends in respect of the growth of social media platforms, mobile consumption and services create significant opportunities for Brand T&T.

Marketing T&T as a destination for sports events and meetings, including regional and continental single sport championships, Continental and International Federations general assemblies and International Federations Elite Training Centres.

T&T can be a serious player in global sport and a pioneer and best practice case study on how a small Island state can use sport to diversify its national economy and link sport to other sectors of tourism.

T&T is a multibillion dollar sport and entertainment business: Strategically spending and investing in sport, marketing and positioning Brand T&T.

Building the economic footprint and attracting foreign direct investment into the T&T sports ecosystem with the specific goal of building commercial revenues.

The TTOC intends to progress the inaugural National Beach Games in 2017 and position T&T as the Beach Games capital of the region with Tobago as the Beach Games epicentre.

T&T Sports Hub—A coherent and integrated sports monetization strategy is to be developed with the involvement of local and foreign expertise.

Team TTO Beach Games National Delegation-With approximately 20 sports to feature at the inaugural ANOC (Association of National Olympic Committees) 2017 World Beach Games in San Diego, USA. The TTOC intends to use the inaugural National Beach Games proposed for second quarter 2017 as a selection showcase.

Digital media will play an important role in growing the economic footprint and increasing the level of engagement with fans.

Opportunities for growth include beach games, mass participation events (MPEs), women’s sport, extreme sports and esports.

The challenge of taking the required action, changing the mind set and rethinking rests with T&T sports stakeholders.

Legendary coach Vince Lombardi once said, “Individual commitment to a group effort is what makes a team work, a company work, a society work, a civilisation work.”

EDITOR’S NOTE: Brian Lewis is president of the T&T Olympic Committee (TTOC). The views expressed are not necessarily those of the Olympic Committee. Support #10 Golds24 Athlete Welfare and Preparation Fund. Donations can be made at any branch of Scotiabank account number 171188.

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Things that Matter
Policy makers leave sport in no-man’s land
Published: Tuesday, March 22, 2016 (T&T Guardian)

By Brian Lewis TTOC

What are the barriers to new thinking and innovation and how do they impact on sports’ growth? I believe there has been an absence of self-belief and clear thinking that has left local  sport in no-man’s land in respect of policy makers and those who influence policy.

Local economic experts continue to describe sport infrastructure as “unnecessary expenditure.” The economic development advisory board, loaded with esteemed holders of doctorates, points to creative industries as one opportunity for integration in national development but no apparent inclusion of the sport industry.

Innovation and creativity are the engines of economic growth, but other factors create barriers. How do you overcome them and keep innovation ongoing? 

Those who are afraid of risk miss valuable opportunities for innovation and growth. We have to foster a culture of calculated risk-taking. Innovation struggles  in organisations that promote micromanagement and a “command and control” style of leadership.

Decision makers need to listen when someone suggests a new idea, discuss how it could work. Try saying ‘yes’ more often and provide opportunities for feedback and improvement.

Don’t let the past kill the future. Times change and what worked well in the past may not do so now- that can be a hard thing for conventional wisdom and the status quo to accept. As a result, barriers are created and  innovation  fails to flourish and new ideas are killed.

Curbing non-essential capital expenditure will substantially help growth, but that doesn’t have to mean putting a stop to spending. It just means redirecting finances in a more efficient way, freeing up funds for other strategic investments.

T&T boxer Nigel Paul shot into the national spotlight by earning a place in the Rio Olympics boxing competition. The super heavyweight is one year into his boxing career - a case of calculated risk taking for the 26-year-old, his family, his coach Floyd Trumpet, and the Trinidad and Tobago Olympic, and the  Boxing Association led by its president Cecil Forde.

Paul, a 6ft 4 inches, then 325 lbs basketball player, decided to take up boxing. According to Paul, his coach told him from day one that he would qualify for the Rio Olympics. An articulate and confident Paul spoke eloquently on his arrival at the Diplomatic lounge at the Piarco Airport on his return from Argentina.

His feat highlights the latent potential of T&T sport in general when creativity, imagination and innovation is allowed space to make a difference. Paul, in only his 11th career fight,  sealed a place at the Rio de Janeiro Olympic Games in Brazil later this year. 

lt is my firm conviction that the potential for T&T sports, events and athletes over the long-term is huge and sustainable.  The power of sport will define T&T's standing on the international stage. T&T sport is a key part of T&T's soft power arsenal and contributor to T&T's brand, standing and influence. According to Joseph S Nye Jr. soft power is a quick and cost effective way of getting things done. It is the ability to ensure your voice is heard and acknowledged and is linked to the branding of nations and their brand appeal.

Sport is on the cusp of a golden decade both on and off the field. As local sport stakeholders harness the potential of digital, social media and mobile, we must understand its real value and  how to monetise that value. Those who doubt the strategic investment  importance of sport to economic and national development and raising the international profile of T&T will in the fullness of time jump on the Team TTO bandwagon.

Brian Lewis is president of the T&T Olympic Committee ( TTOC ). The views expressed are not necessarily those of the Olympic Committee. Support #10 Golds24 Athlete Welfare and Preparation Fund. Donations can be made at any branch of Scotiabank account number 171188.