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.