Prioritising corporate support for events over sports

The recent national Carnival celebrations here in St Vincent and the Grenadines underscored the way sports is viewed by some members of the corporate sector.

Yes, sports and culture at times go hand in hand, but the many adverts pointed in all forms of the media were skewed prioritizing fetes and events over sporting activities.

It was unbelievable that several business entities offered support to private carnival events that were solely for making financial surpluses.

Seemingly, they get immersed in the hype and the now phenomenon, which is essentially in keeping with the present modus operandi and human psyche.

But, when the Math is done and the long-term effect examined, sponsors get mileage for a shorter period than investing in community sporting organizations, a team, or an individual.

It is accepted and understood that events attract a diverse demographic than sports, and they allow for greater branding opportunities and can attract a niche community.

But partnering with a sporting team for a football competition for instance, provides that business house with free publicity for months.

Beyond the advertising spin-offs, an investment in people- namely sportsmen and women- is far reaching, as their lives are invariably changed for the better, given that extrinsic support from persons who understand human development.

In the Vincentian context, impact is visible and is often documented, thus creating that lasting impression on recipients. This column acknowledges that St Vincent and the Grenadines does not possess a treasure trove of financial resources. However, one would believe that understanding the value of sports to national development and cohesion is paramount.

In hindsight though, the manner in which the corporate community views sports is as recreation instead an outlet for enhancement of St Vincent and the Grenadines’ human capital.

In the Vincentian landscape, and of course the same in many territories across the region, sports continues to linger behind, not only because of the lack of that conspicuous corporate support, but the evident relegation of sports on the bottom rung of the national ladder.

Unfortunately, the same business people who neglected sports will be the first to jump on the band wagon when an individual or team is experiencing some level of success.

They are quick to ride the popularity train and get onboard strapped in a front row seat. But the change in outlook must start with a shift in national policies that critically engenders a sports culture for St Vincent and the Grenadines.

The absence of a national sports policy has been debilitating and a hindrance, giving rise to nonchalance and a dim view of the importance of sports.

Sadly too, successive governments have not put a handle on the situation, allowing things to go from bad to worse. Hopefully, someone will see the light of day, that the hue and cries will one day fall on some fertile soil.

Until that time arrives, St Vincent and the Grenadines will wallow in its pity, enjoy periodic success, and corporate people will treat sports as less than fetes, parties, and events.