ON SUNDAY the curtain came down on the 14th IAAF World Athletic Championships in Moscow. Even though the event does not command the interest that the Olympics does, it still offers opportunities to both the individual participants and the countries since their aim is to establish a name, develop a reputation and build brands.
Barbados was there but will have little to show or shout about, except the lowering of the national record in the men’s 4×100 metres relay. We are happy about that since it sets a new standard to which we must now strive and will hopefully surpass in the future. Â
It is always going to be difficult to be in the top tier of competition at games such as these, where the stakes are extremely high. There is geopolitical rivalry – small nations with few resources against big countries with all that is required to succeed. There is the continued use of sophisticated illegal substances to help boost performance. After all, the very best in the world are competing and victory can be life-changing. A country’s name is held high and there is great financial spinoff to the outstanding athlete.
Take the case of Jamaica. The success of its track stars has done wonders for that country. No amount of promotion by its tourism and trade promotion authorities can match the goodwill and positive draw of Usain Bolt. He is a big brand and Jamaica is now synonymous with him.
The intangible value that Bolt brings to his homeland is worth an enormous amount if it were to be quantified. He and the other outstanding performers from Jamaica are star attractions and that country will benefit both immediately and in the long term. The government and people of Jamaica know they must protect and support these athletes.
We in Barbados are also aware of the pull that these international stars have by looking at our own superstar, Rihanna. Just consider the exposure this country gets whenever she is at home, with the international media always on her trail. Normally, these newspapers or television shows would have little or no interest in us, except if there is some catastrophe.
 As a people we must accept that, going forward, the talent in our people must be encouraged and developed and, of course, used to help build a Barbados brand.
Sugar, light manufacturing, international business services and the traditional tourism product are all struggling in a changing world environment and we must look to new sustainable avenues.
 It is evident that sports and creative industries do offer us some hope to build our brand. For individuals, it could be fame and riches. For the country, the needed positive exposure. Those responsible must make it happen. We must turn the talk into action.
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