Tapping into the Entertainment Value of Sports

Entertainment usually comes in the form of a performance or show that amuses, pleases and often diverts its audience from the drudgery of everyday living. It's commonly associated with movies, stage shows, theatrical productions and other forms of merriment. However, the above-mentioned definition can most definitely be applied to sports.

In fact, sports is really subsumed under the broad header of entertainment. The two are almost inseparable. Additionally, the entertainment value of a sport can be used as a very effective marketing tool.

Jamaicans spend a considerable portion of their leisure time either participating in or attending sporting events, mainly football, cricket, athletics and netball. Whether or not these sports are capitalising on the benefits that can be derived from maximising the "entertainment factor" is another issue.

Although the performance of a team is extremely vital, this entertainment factor is also considered by insiders to be a key factor in luring sponsors and supporters to a sport. Two cases in point in international football are the Brazilian and Italian national teams. Both are extremely successful on the world stage, with the South Americans lifting the FIFA World Cup trophy on five occasions and the Italians doing the same four times. They are among the best teams in the world and have produced countless world beaters.

However, despite similar on-the-field achievements, both teams are miles apart in terms of popularity. This is mainly due to the difference in the entertainment levels of their respective styles of play. Brazilians are masters of "Joga Bonito" (Portuguese for "play beautiful"), which is flamboyant football, while the Italians are widely known for their "Catenaccio" (Italian for "door bolt") playing style, which focuses on a disciplined defensive mentality.

It's easy to understand why fans would prefer to see attractive and creative football tricks as opposed to defensive, cagy football. The added entertainment value around the Brazilian team has resulted in worldwide adoration, mega merchandise sales and devout player idolisation.

In Jamaica, the empty stands that greeted national football teams prior to the World Cup '98 success became a thing of the past after the "football experience" at the stadium took on new dimensions with the focus on entertainment. In an effort to pull fans to the venue, popular figures from the music and fashion fraternities were used and to this day they are still being used regularly at local football fixtures.
Beverage giants Red Stripe demonstrated that synergy could be attained between the two elements during the staging of their national Champion's Cup knock-out competition. The competition was played under the banner "real football, real entertainment".

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