JOA President Samuda sets out blueprint for new era in sport
Key Points(5)
- Jamaica Olympic Association (JOA) President Christopher Samuda has called for a fundamental transformation of the country’s sporting sector, urging greater investment in infrastructure, athlete welfare, commercial development and ethical governance.
- Delivering the featured address at the Kiwanis Club of Friends Across Border’s ninth anniversary and installation ceremony at the Police Officers Club in St.
- Andrew on Sunday, Samuda said sport must become a stronger contributor to national development while maintaining service, integrity and humanity at its core.
- Blueprint for a new sport industry Samuda proposed a comprehensive sport ecosystem linking investment, tourism, entertainment, culture and athlete development.
- He called for a commercial sport policy that would establish state-of-the-art wellness and high-performance centers, sport-science incubators and commercial sport hubs across Jamaica.
Jamaica Olympic Association (JOA) President Christopher Samuda has called for a fundamental transformation of the country’s sporting sector, urging greater investment in infrastructure, athlete welfare, commercial development and ethical governance.
Delivering the featured address at the Kiwanis Club of Friends Across Border’s ninth anniversary and installation ceremony at the Police Officers Club in St. Andrew on Sunday, Samuda said sport must become a stronger contributor to national development while maintaining service, integrity and humanity at its core.
Blueprint for a new sport industry
Samuda proposed a comprehensive sport ecosystem linking investment, tourism, entertainment, culture and athlete development.
He called for a commercial sport policy that would establish state-of-the-art wellness and high-performance centers, sport-science incubators and commercial sport hubs across Jamaica.
He also proposed transforming sport colleges into “Universities of Sport,” developing international knowledge-transfer programs and establishing a pension plan to complement the national health plan for Jamaica’s athletes.
“We must end with a sport ecosystem that connects the dots of sport economics, investment, tourism, entertainment and culture,” Samuda said.
He also advocated for a stronger digital and physical sport marketplace and an industry capable of becoming a significant employer and contributor to Jamaica’s gross domestic product.
Ethics must drive development
Samuda said the expansion of sport must be grounded in a set of principles that he described as the “ten commandments of service and sport”: transparency, accountability, selflessness, respect, fairness, friendship, inclusion, equality, excellence and integrity.
“These ten commandments must form the ethical cornerstones for the architecture of a sport industry,” he said.
He also warned against allowing money and personal ambition to undermine sporting values.
“Money is talking in sport, its shouting in sport, and some are using it for return favours, using it to colt the game. Not under my Olympic watch. Take it elsewhere to companions of that ilk,” Samuda declared.
JOA deepening Diaspora ties
Samuda also announced that the JOA intends to propose an amendment to its statutes allowing a fixed number of non-voting directors from the Jamaican Diaspora in cities that have hosted Olympic Games.
He said the initiative recognizes the growing contribution of Jamaicans overseas to the country’s sporting development.
“The Diaspora is black, green and gold irrespective of geographical residence,” he said, adding that Jamaican citizenship and other Olympic Movement protocols would still apply.
Cunningham Avenue complex taking shape
Samuda revealed that the JOA’s facility at 9 Cunningham Avenue is being developed as more than an administrative headquarters.
The first phase is expected to include a retail sporting operation, health and wellness station, a “Chancery” honoring sporting greats, a restaurant and conference facilities, with plans for a museum and commercial dormitories in a second phase.
He described the project as “the infrastructure of sport, the commercialization of sport, the revolution in sport.”
Samuda also disclosed plans involving the Jamaica Paralympic Association for a profit-generating High Performance Centre of Excellence with medical and conference facilities for both para and able-bodied athletes.
The JPA, he said, has begun discussions with the Development Bank of Latin America and the Caribbean and has approached the Jamaican Government about facilitating the project.
Service beyond self
Samuda's wider message centered on service and the responsibility of institutions to future generations.
He urged the Kiwanians to continue their community work while challenging sport leaders to use their positions to build sustainable systems rather than personal legacies.
“Responsibility, obligation and duty must transcend personal appetite,” he said.
Concluding his address, Samuda praised the Kiwanians for their commitment to service and encouraged them to continue contributing to nation-building.
“Well done Kiwanians for you have opened wide the doors of faithful service,” he said. “Lead the way.”
