What's new with Team TTO

August 03, 2020

Cudjoe: Yorke Stadium to rival any in region

The THA will soon be given the responsibility to manage the Dwight Yorke Stadium, according…
August 01, 2020

T&T Olympic Committee finds ways around Covid

...coaches, athletes soak up online sports education programmes
August 01, 2020


Los Angeles Olympic Committee Chairman Casey Wasserman has asked the head of the IOC to…
July 30, 2020

Pioneering athlete and administrator

Remembering the late Hall-of-Famer, Hockey’s Florrie Kelshall
July 29, 2020

'Torpedo' patient despite delay for 2008 gold

Three-time Olympian Richard "Torpedo" Thompson is remaining patient amid the International Olympic Committee’s (IOC) delay…
July 29, 2020

TTOC to stage Virtual Camps

The T&T Olympic Committee's( TTOC) 2020 Olympic Youth Camp will not be a Live-in Camp…
July 29, 2020

An Olympics Without Anthems

Fifty years ago, a prince tried to get all national symbols banned from the games.…

Tokyo 2021 #1YearToGo

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Cartan Global | Tokyo 2021

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Saturday, 01 August 2020 21:52
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Friday, 31 July 2020 18:34

TeamTTO on Instagram



Sports stake­hold­ers need to stop lament­ing about the per­ceived lack of sport spon­sor­ship from cor­po­rate T&T.

In dif­fi­cult eco­nom­ic con­di­tions, the busi­ness com­mu­ni­ty will pay clos­er at­ten­tion to ex­pen­di­ture out­lay in their fo­cus to stay in busi­ness and to stay rel­e­vant.   

Win­ning a medal in and of it­self isn't an au­to­mat­ic key to spon­sor­ship nir­vana. It takes more than win­ning a medal to mo­ti­vate clear-sight­ed busi­ness peo­ple to pull out their cheque books.

The T&T Olympic Com­mit­tee (TTOC) and the T&T Com­mon­wealth Games As­so­ci­a­tion (TTC­GA) would have host­ed a num­ber of ath­lete-fo­cused work­shops aimed at in­form­ing, ad­vis­ing and cre­at­ing aware­ness among Team T&T ath­letes about the im­por­tance of their per­son­al brand and the im­pact their brand will have, pos­i­tive or neg­a­tive, in re­spect of gain­ing spon­sors. These work­shops are in­tend­ed to help ath­letes get spon­sored.  

It is, how­ev­er, im­por­tant to note that Team TTO ath­letes must em­brace the no­tion that spon­sors will not jump sim­ply be­cause you have won some­thing. In their very in­for­ma­tive book "The Ath­lete Brand", Vick­ie Saun­ders and Char­lotte Woods, pro­vides a guide for all types of ath­letes, on how to build and ben­e­fit from their brand. The au­thors point­ed out that whether they know it or not ath­letes have a brand and as such its im­por­tant the ath­letes are in con­trol of what their brand looks like.

How to iden­ti­fy, com­mu­ni­cate and lever­age on your brand are im­por­tant brand-build­ing ba­sics to have.   

Ac­cord­ing to Saun­ders and Woods ath­letes, who have had a re­al strug­gle, have made sig­nif­i­cant break­throughs on their brand and spon­sor­ship jour­ney by tak­ing brand build­ing se­ri­ous­ly.  

What is an ath­lete brand?

An ath­lete brand is the com­mu­ni­ca­tion of an ath­letes unique­ness: their sto­ry, their style, their in­ter­ests and be­liefs, their be­hav­iours and val­ues along with their ath­let­ic en­deav­ours.   

Saun­ders and Woods be­lieve that when ath­letes know their brand, amaz­ing things hap­pen. The ques­tion is how do we get the T&T sports sec­tor to car­ry pos­i­tive mes­sages to cor­po­rate T&T in­stead of on­ly lament­ing.  

Sport stake­hold­ers who know their brand are said to be con­fi­dent, ex­cel­lent to work with be­cause they take the time to un­der­stand what they val­ue, what they need and what they want their jour­ney to look like. They have a clear vi­sion state­ment. They car­ry a mes­sage.

It's time to stop blam­ing cor­po­rate T&T for the per­ceived woes. Time to stop lament­ing and en­gage in some se­ri­ous brand build­ing.  

Woods had this to say: "All ath­letes can have a pow­er­ful and im­pact­ful brand no mat­ter how small their au­di­ence is".

It is nev­er too ear­ly or too late to start build­ing your brand.

Ed­i­tor’s Note:

Bri­an Lewis is the Pres­i­dent of the T&T Olympic Com­mit­tee (TTOC) and T&T Com­mon­wealth Games As­so­ci­a­tion (TTC­GA) and the views ex­pressed are not nec­es­sar­i­ly those of the or­gan­i­sa­tions.