By Daraine Luton, Freelance writer"FOOTBALL IS no longer an attractive industry simply because it is a popular sport, it has to be sold," declared Jamaica Football Federation's president, Crenston Boxhill, at Saturday's opening ceremony for the marketing division of the Caribbean Football Union (CFU).
The idea of the CFU packaging and selling the sport was conceived at its last Congress in Martinique. It will be headed by former JFF president, Captain Horace Burrell who veteran sports journalist, Robert 'Bobby' Fray, described in his role as Master of Ceremonies of having the "...ability to sell snow to the Eskimos".
While the headquarters of the CFU is based in Trinidad and Tobago, the department for the marketing division is located at the Towers, 10th floor, 25 Dominica Drive, Kingston 5.
IMPACT
Jack Warner, who gave the main address, told Boxhill he should not be alarmed by having the marketing division in Jamaica as it will in no way impact negatively on any marketing possibilities of the JFF.
Warner also called on the business enterprises and Caribbean governments to play their part in the development of football.
According to Warner, while "no sponsor owes us a living, they have a moral obligation to help".
However, although he reserved no words in calling on the government and the private sector to support the development of football, Warner pointed out that it is important for the region to set up a marketing division that will "level the playing field".
"It seems to me that the future of football in the Caribbean is marketing. Football is a business, it is either we rise together or sink individually. In this day and age it is Caribbean marketing division or nothing," Warner added.
Among those who also spoke at the opening ceremony, which is a part of the CFU's 25th anniversary celebrations, was Sports Minister Portia Simpson Miller, and the mayor of Kingston and St. Andrew, Desmond McKenzie.
The Sports Minister lauded the CFU for the step they have taken to market football.
Said Simpson Miller: "Sports play a fundamental role in regional development; therefore, the launching of a marketing division to advance the growth of sports in the region is a commendable one on the part of the visionaries.
MARKETING DIVISION
"With the launching of the marketing division of the Caribbean Football Union, we take a giant step forward in ensuring that our football product is properly packaged, presented and promoted. Without an aggressive on going, professional approach to marketing we will be denied our share of access to the big league in the business of sports development and promotion," she added.
Mayor McKenzie, who brought greetings to the visiting countries at the function at the Pegasus Hotel, lauded the CFU for considering Jamaica, in particular Kingston to locate its marketing division.
"We are extremely grateful that you have chosen Kingston as the site for your marketing division, regardless of the economic concerns of the Jamaican economy. We are sure that you will not regret that decision. In fact, any fear that might have arisen initially has certainly been dispelled with your choice of Captain Horace Burrell as the head of this division," McKenzie said.
