In today's fast-paced and competitive sports environment, where an athlete’s brand can be just as valuable as their on-field performance, mastering media skills has become essential for career success. Recognizing the importance of effective communication in sports, media expert Stacy-Ann Smith is calling for increased media training and branding for developing athletes, particularly in Jamaica.
Speaking at the recently launched "Malta Holistic Workshop," an initiative spearheaded by Malta in collaboration with Professional Football Jamaica Limited (PFJL), Smith, with nearly 25 years of industry expertise, emphasized the critical role media training plays in shaping an athlete’s public image and opening doors to greater opportunities.
"Any youngster serious about pursuing a path to success should be keen to show up well—on and off the field," Smith said. "Being able to handle media interviews is just as important as good sportsmanship. In an ever-shrinking world where interviews and videos can go viral at the speed of light, a well-done interview can position an athlete for huge opportunities—be they scholarships, contracts, or endorsements."
Smith pointed to several athletes who have used effective media communication to enhance their brand and public image, such as Jamaican sprint queen Shelly-Ann Fraser-Pryce and U.S. sprinter Noah Lyles. "Whether that image is loveable—like Shelly-Ann Fraser-Pryce—or makes them the guy everyone loves to hate—like Noah Lyles—how an athlete presents themselves creates an impression that increases visibility and often translates to bigger, more valuable contracts," she explained.
Beyond the immediate financial rewards, Smith highlighted how strong media skills can extend an athlete's career well into retirement, with many former athletes transitioning into roles as commentators, analysts, or securing lucrative endorsement deals that involve public appearances and speaking engagements.
Smith urged sports organizations and educational institutions to integrate media training into their development programmes, saying, "Athletes and sports organisations need to prioritise media training as a foundational skill. Brands that recognise the value of strong partnerships and endorsement deals should invest in media training to expand the pool of athletes they can leverage for marketing campaigns."
Owen Hill, CEO of the PFJL, echoed Smith’s call for press training in youth development programmes. "Media training equips our athletes with the tools they need to effectively communicate their stories and represent themselves and their clubs with professionalism. With the support of Malta's partnership and initiatives like the Holistic Workshop, we are equipping our footballers with essential media skills. This not only strengthens their brands but also elevates the profile of Jamaican football as a whole."
Looking to the future, Smith envisions Jamaica becoming a global hub for sports commentators and analysts. "If we are deliberate about it, Jamaica can become known not just as the 'sprint factory of the world,’ but also as a ‘global curator of sports commentators’—churning out analysts who are knowledgeable, witty, and engaging speakers that can enthrall audiences anywhere in the world."
With initiatives like the Malta Holistic Workshop, Jamaica is taking steps towards that goal, empowering young athletes with the skills they need to succeed both on and off the field.
Carsley: Only the best should be considered for England role
Lee Carsley said he understands his role as interim England head coach for the next three camps, insisting the best person should get the job on a full-time basis.
Carsley kickstarted his Three Lions tenure with a comfortable 2-0 win over the Republic of Ireland last weekend, with Declan Rice and Jack Grealish on the scoresheet.
England continue their Nations League campaign on Tuesday against Finland at Wembley, an occasion they will be looking to mark with a win on Harry Kane's 100th international appearance.
Carsley could also become the first manager since Fabio Capello in 2008 to win his first two competitive games in charge.
The only managers to win their first two England games at the helm without conceding a goal are Steve McClaren (2006), Ron Greenwood (1977) and Joe Mercer (1974).
Despite his impressive start, Carsley said he was not thinking about taking on the job permanently just yet.
"I feel like we are a step closer as a team. I try not to think about it too much. The best person should get the job," Carsley said.
"I know my role for the next three camps, and I am comfortable with that."
Carsley also explained his role for the next three camps, saying his full focus remained on the team.
"I think it's quite clear I am doing the three camps," Carsley added.
"I'm really happy with that, if it changes also I'm happy with that. I'm very privileged in the position I'm in, in terms of the Under-21s. I have enjoyed it so far.
"The important thing is the team as opposed to the coaches - they should be the ones in the spotlight and getting the attention."
England's next appointment will be a crucial one, having improved their recent tournament results by reaching the final of the last two European Championships under Gareth Southgate.
Carsley's relationship with the Under-21 team was a pivotal factor in replacing Southgate, having led the side to Euro Under-21 Championship glory last year.
However, the likes of Graham Potter, Eddie Howe and Pep Guardiola have all been linked with the permanent role as the Three Lions look to end their wait for an international honour.
And after England supporters got a glimpse of Carsley's style of play at the Aviva Stadium last weekend, the former Republic of Ireland midfielder is aiming to continue that same attacking tempo on his Wembley debut.
"It's important that we are exciting to watch," Carsley said.
"I think when fans come and watch England play at home, they expect attacking football, they expect chances to be created and to play with a tempo."
Kane at the peak of his powers as he takes inspiration from Ronaldo's 900th goal
Harry Kane feels at his peak ahead of his landmark England appearance on Tuesday, taking inspiration from Cristiano Ronaldo's latest goal-scoring achievement.
Kane is set to make his 100th England appearance at Wembley in their Nations League fixture with Finland, becoming only the 10th player to reach that milestone.
His landmark appearance will see him awarded with a golden cap ahead of kick-off, the first player to receive one since Wayne Rooney did so in November 2014.
The Bayern Munich striker has made 86 starts for the Three Lions and has 83 goal involvements (66 goals - an England record - and 17 assists) to his name.
He averages a goal every 117 minutes, having 3.5 shots and 1.6 shots on target per 90, creating an average of 1.1 chances per 90.
Since his international debut in 2015, Kane has won 61 of his matches for England, giving him a 61.6% win ratio while also captaining the side to two major tournament finals.
At 31-years-old, many believe his time on the international stage may come to an end soon, but Kane has taken inspiration from Ronaldo, who, at 39-years-old, netted his 900th career goal against Croatia last week.
"I feel in really good shape, both physically and mentally, at a peak in my career," Kane said.
"Watching other players, [Cristiano] Ronaldo scoring his 901st goal, seeing him compete at 39 years old inspires me to play for as long as possible.
"I love this game, I love representing England - more than anything and I don’t want it to end any time soon.
"For me, personally, now it’s about continuing to improve and being consistent both in an England shirt and at club level.
"I’m hungry for more. I’m determined to keep pushing the boundaries."
81 of Kane's 99 caps came under former England head coach Gareth Southgate, with the others coming under Roy Hodgson, Sam Allardyce, and most recently, Lee Carsley.
Carsley got his reign as the Three Lions' interim boss with an impressive 2-0 win over the Republic of Ireland on Saturday, with goals coming from Declan Rice and Jack Grealish.
Kane managed the most shots (four) and touches in the opposition box (nine) at the Aviva Stadium and is enjoying life under the 50-year-old.
"It has been really good. A new energy into the place especially after the disappointing end to the summer," Kane said.
"It has been great to work with the boss so far. He's brought his ideas, how he wants us to play. I think the lads have enjoyed it.
"We've got a good mixture of youth and experience in the team. You're seeing the excited faces of some of the new players."
JFF thanks fans for support in 2024-25 CONCACAF Nations League opener against Cuba
The Jamaica Football Federation, in a release on Monday, expressed their gratitude to fans for their support in attendance at Jamaica’s opening game of the 2024/2025 season of the CONCACAF Nations League against Cuba at the National Stadium on Friday.
CONCACAF Officials reported an attendance of over 17,000 which is the highest attendance for a Reggae Boyz game at the National Stadium since 2019 when they played Honduras.
President of the Jamaica Football Federation Michael Ricketts gave some remarks on this feat.
“It was such a pleasant sight to see a sea of black, green and gold in the National Stadium on Friday night. You could definitely feel the energy in the support and every time Jamaica was in possession, the 12th man was behind the team. It certainly is a great stepping stone for future home games to come.”
The Reggae Boyz will next be in action on Tuesday September 10, 2024 against Honduras in Tegucigalpa.
The next home game for the Reggae Boyz will be Monday October 14, 2024 against Honduras at the National Stadium.
“Tickets for this game are slated to go on sale on Friday September 13, 2024. The Public are encouraged to buy their tickets as soon as possible. For the match against Cuba, the Grandstand tickets were sold out. Once again thank you for your support and we look forward to seeing you all at our next home game,” the release concluded.
SportsMax is the Caribbean sports channel of choice, committed to providing sporting content of the highest quality to the Caribbean, delivered by a team of highly innovative, passionate and qualified professionals.
(876) 619-7629
digitalmedia@sportsmax.tv
