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TTOC Launches New Marketing Strategy to Protect Sponsors and Support Vision of 10 Golds 24

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The Trinidad and Tobago Olympic Committee (TTOC) as part of its new strategic marketing and brand management plan, is adopting an entrepreneurial, vibrant and dynamic market driven, new business development approach to revenue generation for its programmes and projects. This includes the strategic vision to achieve 10 or more Olympic Gold medals by the year 2024. In an effort to support this marketing plan and vision, the TTOC has set up an in house marketing department that will handle the TTOC marketing, branding, new business and commercial development, merchandising and licensing programme.

The mandate of the TTOC marketing department is to break down barriers with new ideas and approaches.  “As an organization we must always strive to celebrate and embrace disruptive thinking and challenge conventional wisdom,” said TTOC President Brian Lewis. “This department will drive the TTOC's business and commercial agenda, growth and value strategy. We are at a critical juncture, and it is of even greater importance for us to achieve financial independence and strength for the TTOC while at the same time maintaining the TTOC's identity and not compromising its core Olympic values and ideals.”

For the Rio 2016 Olympic Games the TTOC will be putting in place the required legal checks and balances to protect its Olympic Franchise, including the TTOC, the Trinidad and Tobago(TTO ) Olympic Team and the legitimate TTOC Olympic sponsors and partners from opportunistic marketing and ambushers. This effort comes as no surprise as sporting organizations including the TTOC move to protect their bottom lines.

President Lewis in highlighting the issue stressed that the TTOC, has to ensure that cash flows into, not out of its coffers so that the organization can support not only athletes, but key projects and programmes that aim to develop sport in Trinidad and Tobago.

“It’s one thing to understand what your brand stands for but it matters not unless you protect your brand. Defending your rights and what you stand for is central to what the Olympic movement is all about. Ambush marketing is not a game. It’s a serious issue that can undermine the TTOC's efforts to fund its 10 Gold medals by the year 2024 Athlete Welfare and Preparation programme and other programmes such as women in sport and sport for all.”

The Olympic Games is the world's most valuable and important franchise. As the largest sporting event in the world it provides companies with a marketing opportunity unlike any other. Moreover as a corporate marketing and promotional platform the five Olympic rings is considered one of the world's most iconic, recognizable and valuable brand.

Exclusivity is a cornerstone of the Olympic Movement's marketing programmes. The IOC and National Olympic Committees provides partners with one of the highest levels of protection of any major sports property. In keeping with this, the TTOC as brand stewards will take all necessary advertising and legal measures to educate the public on who the TTOC and TTO Olympic Team sponsors are. It will also take steps to protect its right and those of its partners. Lewis further stated that “We have to protect our sponsors and partners promotional rights. We will not be turning a blind eye. At this time we want to assure our sponsors and partners that our Olympic team will be protected by the TTOC. At the TTOC we have a duty, obligation and responsibility to develop and use the Olympic brand to its full potential. It’s something we take quite seriously, and our in house marketing department will form a key part of this.”

Sport is played according to rules and the Olympic Movement was founded on a clear set of values and ethics. Under the International Olympic Committee (IOC) Olympic Charter, the TTOC has sole and exclusive authority for the Trinidad and Tobago Olympic Team, Olympic Movement and Olympic Franchise in the jurisdiction of Trinidad and Tobago.

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#10golds24 fund raising an ongoing effort not one and done.

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The Trinidad International Marathon Walk on Sunday 25 January 2015 is only the beginning of sustained efforts by the Trinidad and Tobago Olympic Committee( TTOC) to raise funding for (10 or more Olympic Gold Medals by the year 2024) #10golds24 Athlete Welfare and Preparation  .

#10golds24 will require a sustained and ongoing national fund raising effort.

#10golds24 is the vision behind the dream that Trinidad and Tobago(TTO) can produce Olympic Champions on a sustained , systemic and planned basis.

An Olympic Gold medal  must no longer be perceived as a happy accident or in spite of or lack of a national sport system.

It requires system strategy and structure in respect of talent identification , development, retention and performance management.

TTO athletes have carried the burden and endured the financial hardships for too long. They need support during the journey not when they win an Olympic  medal.

As a nation we must be confident in the belief and vision that Trinidad and Tobago can produce 10 or more Olympic Champions by 2024.

We have a rich and cherished Olympic history and tradition since first being accepted by the International Olympic Committee( IOC) in 1948.

#10golds24 seeks to clarify the development pathway and performance management system  that will holistically  foster, mentor, nurture and develop Olympians and Olympic Champions.

At the centre of #10golds24 are the athletes who can be positive role models for the children, youth and young people  of Trinidad and Tobago.

The Trinidad and Tobago Olympic Committee(TTOC) is encouraging  the public to continue to rally around #10golds24 and our athletes and make their donations  at any Scotia Bank Branch  Account number  171188.

Or by cheque made payable to TTOC. Which can be dropped off or posted to TTOC Olympic House 121 Abrecromby Street, Port of Spain, Trinidad.

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Sancho meets with TTOC again

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Minister of Sport Senator Brent Sancho met with Trinidad and Tobago Olympic Committee (TTOC) president Brian Lewis on Friday at the Office of the Sport Company of Trinidad and Tobago .

Since coming into Office, it is the second meeting held between the Minister and the national Olympic committee.

The Minister was updated on the progress of the TTOC’s plans for the upcoming Pan Am Games scheduled to take place in Toronto, Canada in July.

The main item on the agenda were travel plans and arrangements for the national contingent for the Games.

“Minister Sancho has been very positive and proactive in ensuring that the Ministry’s support is in place. He has asked us (TTOC) to keep him updated as he wants to make sure there are no hiccups and that all arrangements are in place well in advance of the Pan Am Games,” Lewis stated in a press release yesterday.

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SportAccord Convention signs up PwC as Gold Partner for 2015

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SportAccord Convention has signed up PwC as a Gold Partner for this year's World Sport and Business Summit in Sochi.

This latest deal marks the multinational professional services network's third year as a gold partner for the event and will see its cities and local Governments consulting global leader Hazem Galal deliver a keynote address on legacy - one of the summit's central themes.

"Our Gold Partnership with PwC continues to be of great value to us as an organisation and we are delighted to have PwC deliver the keynote address," said Nis Hatt, the managing director of SportAccord Convention.

"We are very pleased that the partnership is continuing and that we are able to provide a platform for PwC to meet its business objectives."

The PwC delegation set to travel to this year's Convention, which takes place at the Sochi ExpoCentre in the Russian city from April 19 to 24, includes officials from key territories across its global network, including from Switzerland, the Middle East, the United States and Russia.

"SportAccord Convention is important to us as a platform for connecting with sport industry decision makers and speaking with them about the issues critical to their success," said Robert Gruman, who heads PwC's global sports mega-events centre of excellence.

"It gives us a chance to engage with delegates in an open, constructive atmosphere.

"This year, we are proud that our colleague Hazem Galal, PwC's cities and local Governments consulting global leader, has been asked to deliver the keynote address on legacy.

"In connection with that, we also plan to carry out a Sporting Leaders Survey on legacy in partnership with the SportAccord Convention World Sport and Business Summit organisers."

PwC now joins Sport Event Denmark, the Combat and Strength Sports Confederation of Kazakhstan and the Macau Sport Development Board as other 2015 SportAccord Convention Gold Partners.

The six-day World Sport and Business Summit will allow key decision-makers in sport to engage with business leaders across more than 25 industry sectors.

It will feature a dynamic exhibition, LawAccord, City Forum, the SportAccord Convention Village and Sports Demo Zone, as well as hosting the annual general meetings of governing bodies of world sport.

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The road made for cyclists, too

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Local cyclists is set to get a training boost with tomorrow’s official opening of a cycling lane around the Queen’s Park Savannah in Port of Spain. Works Minister Suruj Rambachan said, as he chaired yesterday’s launch during a press conference at his ministry’s Richmond and London Street, Port of Spain head office, that the cycling lane is a 14-year dream come true for the Trinidad and Tobago Cycling Federation (TTCF).

The initiative, a joint venture between the Ministry of Works, Ministry of Transport, TTCF and non-governmental organisation Share the Road Trinidad and Tobago, will see the inner lane of the roadway around the Savannah being opened to all riders between the hours of 4 a.m. – 6 a.m. and 8.30 p.m. – 10.30 p.m. from Mondays to Fridays and between the hours of 5 a.m. – 9 a.m. on Saturdays, Sundays and public holidays.

Rambachan said that plans are already in place to develop a two kilometre piece of roadway identified by Transport Minister Stephen Cadiz in his Chaguanas East constituency and the walking/jogging track at Frederick Settlement in Caroni has been built eight feet wide instead of the customary five feet, both to accommodate cyclists.

Former national cycling standout Roger Gibbon, said: “We welcome this timely initiative and the Trinidad and Tobago Cycling Federation supports any initiative that makes it safer for cyclists to use our roads. Gibbon said it presents a great opportunity for cycling since over the years this country has been able to produce cycling medals at major international meets with limited training facilities.

Robert Farrier, TTCF president, endorsed the sentiments expressed by Gibbon and added that the opening of the cycling lane augurs well for the sport as it will now help propel the cycling body’s grassroots project. “Bicycles are one of the fastest selling toys at Christmas but where do the children have to ride? The more young riders it have is the greater talent pool we have to select from.”

He said the initiative will also lend to T&T having more healthy people and thanked all the stakeholders involved in the initiative. “The Trinidad and Tobago Cycling Federation is definitely on-board with this project,” said Farrier.

Project stakeholder and cycling enthusiast Barry Edghill, said that while cycling lanes have existed since 1874, predominantly in Australia, Europe and the United States of America, T&T is creating its own history by being the first country in the Caribbean to implement the initiative.

“We are looking forward to stage where we will have designated cycling lanes established with the help of barricades and culverts. I am overwhelmed that this project is coming to fruition.” Cadiz, in his turn on the podium, praised the speedy response they received from the Works Minister when he was approached on the matter.

“I didn’t have to do any arm twisting to get his support because when Suruj was approached he said just bring the mechanics as to how it would be implemented and I would give it my blessings. He said that following tomorrow’s opening they will be hosting a ‘Diego to Debe’ charity ride on Easter Monday to celebrate the Share the Road concept and added that all proceeds from the event will go to the Children Life Fund.

And Share the Road T&T head, Sheldon Waithe, said the initiative is part of a national campaign for road safety. “The organisation was established last May following the death of former national cyclist Clinton Grant and we are currently engaging the Transport and the Communications ministries with proposals for the education and promotion of road safety, not just for cyclists but pedestrians as well.”

While the focus may seem to be on competitive riders, the lane will be accessible to all riders as a means of leisure or exercise and motorists are being asked to respect cyclists by sharing the road with them even outside of the mandated hours. Tomorrow’s opening ceremony will take place at the Queen’s Park Savannah opposite BpTT.
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