LOC awaits broadcasting agreement for Carifta
Fennell: Corporate sector asking for detailed information on what the event will look like and how it will be presented
Published:Tuesday | January 11, 2022 | 9:52 AMDaniel Wheeler/Staff Reporter
Carifta Games Local Organising Committee (LOC) Chairman Mike Fennell says the delay in finalising corporate partners is because of broadcasting requirements that are yet to be determined.
Fennell was speaking at last Thursday’s press briefing to mark the 100-day countdown to the start of the 2022 competition, which is to be held at the National Stadium from April 16-18. The briefing was attended by North American Central American and Caribbean (NACAC) President Mike Sands, as well as the majority of representatives from the 27 participating national bodies.
In an interview with The Gleaner in December, Jamaica Athletics Administrative Association Treasurer Ludlow Watts said that they were looking to finalise sponsorship arrangements with potential partners by last month, in order to fund the $150-million budget required to execute the event.
However, while Fennell says that while there is high interest from the corporate sector, the finalisation of the broadcast arrangements is one of the critical elements holding up the process to get partnerships over the line.
“Interest is extremely high, but we need to translate that to specifics. From the corporate sector, they are asking for detailed information on what the event will look like and how it will be presented, and what will be the broadcast situation. So in a way, we are dealing with a hen-and-egg situation,” Fennell said.
Jamaica was awarded hosting duties for the games last November after Guyana pulled out because of COVID-19 complications. Watts has indicated that they wanted at least US$360,000 (J$56.02 million) from the private sector as a foundation to meet the expenses.
GOVERNMENT COMMITMENT
While those broadcast arrangements are still yet to be agreed upon, Fennell stated that they expect financial assistance from the Government to offset some of the costs, as well as finalising details with Puma.
“Our government has made a commitment. They haven’t specified an amount, but we know that they will be helping; and we had a commitment from our gear sponsor Puma. They have been excellent sponsors and they readily came on board; and we are refining their offer, which will include both cash and the gear for volunteers and the officials that will be operating at the games,” Fennell said.
With the issue of fan attendance still yet to be determined, sports marketing consultant Tanya Lee Perkins said that being able to secure acceptable digital and television deals will be key for an event of this magnitude in the region. Additionally, she is optimistic of the LOC’s ability to secure the necessary private-sector support.
“Carifta has developed a strong brand as the pre-eminent track and field event for junior athletes across the Caribbean. They should be able to garner sponsorship, but the digital and TV component will be critical, knowing that it is not likely that they will have spectators for this year,” Lee Perkins said.
Sport Minister Olivia Grange, who attended the briefing, said that they were not ruling out having fans at the games, despite the recent surge in COVID-19 cases on the island.
In addressing the status of the broadcasting proposals, Fennell said that they did not get any feedback by the agreed deadlines last month. However, he is hoping that they will get the proposals by this week.