Clubs must market the game, says Romany

But according to chairman of the T&T Pro League Larry Romany this narrow focus manifests itself in a seeming lack of appreciation for the marketing aspect of the business of professional football. He wants the T&T Pro League clubs to embrace the concept that they are in the entertainment business and professional football is the content.

“Make enhancing the overall fan experience a priority. Make attending a Pro League match or event a positive, fun-filled experience,” Romany said.

However, he is confident that the necessary evolution in thinking will take place with education. With this in mind the T&T Pro League will undertake the responsibility to provide clubs with the best practice information and knowledge by hosting workshops for clubs.

Romany pointed to the Pro League negotiated Sports & Games partnership which has significant revenue earning opportunities for the league and their affiliated clubs. “Clubs have yet to capitalise on the merchandising potential offered by Sports & Games to have an official team replica kit in every S&G outlet,” Romany said.

He insists that the Pro League Office alone cannot drive merchandising sales or bring the crowds out to matches.

“It can only be done if clubs do their part and commit to market and promote themselves in their respective communities. They must make themselves attractive and cultivate a fan base,” said Romany.

“The league office can market and promote ‘till thine kingdom come. It is the clubs that must deliver the quality football and players to capture the public’s imagination,” said Romany.

“The mindset has to move from survival mode or trying a thing to a more self-assured, self-confident attitude. One that says professional football is here to stay. This is a legitimate and credible business within the entertainment sector with a sound business model,” he said.

Romany acknowledged that the Pro League and their clubs have made progress in the last three years. However he is mindful that, like any other business sector, sustainable success can only be achieved with vigilance, attention to detail and sound business fundamentals, a clear vision, innovation and an indomitable will to succeed.

“It has helped no end that the Government understands and supports what we are trying to build but we have to strive to make business sense and achieve self-sufficiency.” Romany said.