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Sport as a Service
Carole BeckfordJamaica
Journalist/Author
Sport
Definition Covers all form of physical activity that
contributes to physical fitness, mental well being and social interaction. These include play, recreation, organised, casual or competitive sport, indigenous sport and games (United Nations Task Force, 2003)
Considerations
Sport has to be considered along the following plains: Role in Regional Policy
Education and Training Role in the Regional Economy
Sport Tourism Role in the Environment Role in Social Culture
Nation Building
Rules to be enforced to support training
Common Policy Make Physical Education mandatory in all
schools curriculum up to grade 10 Boost the training institutions with the
necessary resources – human, financial and physical areas
Certification process has to take place Monitoring mechanism has to be
enforced
Regional Policy (Conditions)
Quality indicators for physical education and sport programmes (this influences policy development)
Evaluate teacher training Evaluate facilities Encourage physical education at all
levels Build on the capacity
Sport and the Economy Establishing opportunities geared
towards earning Put structures in place to capture
statistical data relevant to trends and international performance
Brand equity Resources – finance, personnel,
facilities Areas of competitiveness
Sport and the Economy
Employment Income Generation Sustainability Investment Opportunities
Major Event Attraction Programmes Legacy Media
Sport and the Economy
Regional initiatives Corporate participation Volunteer involvement and
development Tourism Opportunities Integration with the Creative
Industries (linkages) Film, Fashion, Entertainment
Sport and the Environment
Natural sites for practice of sport Use of artificial spaces instead of
natural ones Holistic approach to the teaching of
physical education Promotion of unique aspects of the
destination for sport tourism
Sport and Social Culture
Anti doping Values (fair play) Sport for Peace Integration and Partnership Promotion of Healthy Lifestyle Diversity and human rights Knowledge Sharing
Packaging for Financial Support Important to identify the value chain Return on investment Value of the brand Result oriented Estimated value of publicity Stick to rules and guidelines,
according to policy Align public and private sector
activities
Initiatives for public & private sector
Investment in education Investment in community
development Investment in technology to support
research to promote development Sporting faces of the Caribbean
Opportunities for careers, jobs
Athletes (in any sporting discipline) Teachers Coaches Trainers, Fitness Instructors, Massage
Therapists Designers Event Managers/Promoters Journalists
Sporting Competitions in the region Athletics CARIFTA Games
Badminton CAREBACO
Basketball CARICOM
Boxing
Cricket Junior, youth and senior level
Football Caribbean Cup, Gold Cup
Golf Hoerman Cup
Lawn Tennis
Netball CARIBBEAN (female)
Rifle Shooting
Sporting Competitions in the Region
Rugby Caribbean
Squash Caribbean
Table Tennis Caribbean
Volleyball Junior, Youth (CAZOVA)
Tools for effective communication
Books, Magazines Website Research Papers (to be driven by the
Universities) New technology Social media networks (Facebook,
Twitter, My Space…
Way forward/Recommendations Regional policy on Physical Education and
Sport (Due by October 2010) Outline to be determined Budget to be approved
Mandate each member state to create or rejuvenate Physical Education associations
CARICOM to meet with Ministries of Education in April 2010 to present draft policies (six months before the final copy is due
Appoint a CARICOM champion to assist in monitoring
FACES OF THE CARIBBEAN
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