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Glen Mills has given suggestions on how the Jamaican Athletics Administrative Federation (JAAA) can overcome its financial challenges.
Usain Bolt’s former coach Glen Mills has explained how the Jamaica Athletics Federation (JAAA) can salvage itself from the financial crisis ahead of next season.
In an interview with Television Jamaica, Glen Mills explained that the federation needs to embrace a modern approach to marketing itself. He added that the relevant stakeholders should invest in their public relations and promote their brands to get sponsors.
“What I think needs to happen is that the JAAA has to come in how it does its thing in modern times. They need to improve their public relations, that is a professional person or company to anchor their public relations and promotions,” Glen Mills said.
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The veteran tactician added that many Jamaican athletes are known across the globe including Shelly-Ann Fraser-Pryce, Shericka Jackson, Oblique Seville, Elaine Thompson-Herah and Kishane Thompson among others.
With such a rich pool of talent, Glen Mills added that sponsors would be interested in investing funds in local meets that attract the top Jamaican runners and the upcoming stars.
He added that they should provide a thorough coverage of the meets as athletes build up to the World Championships, Olympic Games and other top events. This way, sponsors will feel the need to invest since there will be value for their money.
“You already know the top juniors and you already have world athletes, Shelly-Ann, Shericka, and Oblique, all the top athletes have competed in these meets at one time or the other, so, if you were to organise the series and promote it, you could get a good sponsor,” Glen Mills said.
“That would give the local sponsorship, some kind of exposure and incentive because then they could then market the continuity of people competing in these meets and then going all the way to the World Championships or Olympic Games and what have you,” he added.
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