By Carole Beckford

Jamaica’s communities are in need of a social network to reconnect them to feel at home. So much of what community life was up to 30 years ago is missing, and I am suggesting that the network of cricket and football clubs can reignite some of that passion and togetherness in communities. 

There are 14 Premier League football teams that play for national honours and, based on matriculation, are spread across the island. Meanwhile, cricket has up to 20 clubs by way of parish teams and clubs that have a wider reach. 

I am proposing we have some kind of subscription process to galvanise support and also to mobilise folks in the communities to feel a part of their respective teams. 

Membership is one way you pay a small fee, and you get to have access to the club’s schedule, home and away; you can purchase team merchandise at reduced cost; you may even get to travel with the team for overseas assignments. Most of these teams have a clubhouse where games are held, and there are a number of ways to participate in the club’s activities for events. 

Volunteering is a great way to start. 

Becoming a volunteer for a club is probably one of the best ways to get in. That can be anything from making sure the clubhouse is clean for matches, benches for home and away teams are ready, getting hydration for the teams, to even attending practice so you can meet the players and management. Speaking of management, this would have to go through them so they can track the folks who are available. Once that list grows, there is a roster for the season. 

Club Management 

The management has to reach out to the wider community via the schools—primary, high and college— church and the service clubs. Then it is very important to know who the business people are. That kind of connection creates the network that will form the basis of your support for at least three seasons. This is hard work, as a database will have to be created so you know how to reach as many people as possible. 

Engaging those close to you is important, and as many of the management team that can be a part should participate. 

Social Investment 

When you come from a community and its teams have people from the community with family in the community, you almost feel obligated to get involved. The incentive is when the team is doing good at whatever competitions, and the community then gets a sense of growth and progress when this happens, over a consistent period of time. 

The Venue (Club House) 

The venue is primarily for the sport, but is also a space where the community can use appropriately for events. At this level, there are other ways to participate, either as a member of the team that is putting on the event or as a paying patron. If the venue is multi-faceted, that is more beneficial as the income generation potential is an attraction to other investors. 

There are existing templates for this, and they should be allowed to be used to reconnect the communities. The man/woman on the ground connects to a school, college, church and office; why not a sports club? 

Let’s get this show on the road. 

Part II will look closer at a sample club to see how the method can be practised. Until next time. One Love!