In today's fast-paced and competitive sports environment, where an athlete’s brand can be just as valuable as their on-field performance, mastering media skills has become essential for career success. Recognizing the importance of effective communication in sports, media expert Stacy-Ann Smith is calling for increased media training and branding for developing athletes, particularly in Jamaica.
Speaking at the recently launched "Malta Holistic Workshop," an initiative spearheaded by Malta in collaboration with Professional Football Jamaica Limited (PFJL), Smith, with nearly 25 years of industry expertise, emphasized the critical role media training plays in shaping an athlete’s public image and opening doors to greater opportunities.
"Any youngster serious about pursuing a path to success should be keen to show up well—on and off the field," Smith said. "Being able to handle media interviews is just as important as good sportsmanship. In an ever-shrinking world where interviews and videos can go viral at the speed of light, a well-done interview can position an athlete for huge opportunities—be they scholarships, contracts, or endorsements."
Smith pointed to several athletes who have used effective media communication to enhance their brand and public image, such as Jamaican sprint queen Shelly-Ann Fraser-Pryce and U.S. sprinter Noah Lyles. "Whether that image is loveable—like Shelly-Ann Fraser-Pryce—or makes them the guy everyone loves to hate—like Noah Lyles—how an athlete presents themselves creates an impression that increases visibility and often translates to bigger, more valuable contracts," she explained.
Beyond the immediate financial rewards, Smith highlighted how strong media skills can extend an athlete's career well into retirement, with many former athletes transitioning into roles as commentators, analysts, or securing lucrative endorsement deals that involve public appearances and speaking engagements.
Smith urged sports organizations and educational institutions to integrate media training into their development programmes, saying, "Athletes and sports organisations need to prioritise media training as a foundational skill. Brands that recognise the value of strong partnerships and endorsement deals should invest in media training to expand the pool of athletes they can leverage for marketing campaigns."
Owen Hill, CEO of the PFJL, echoed Smith’s call for press training in youth development programmes. "Media training equips our athletes with the tools they need to effectively communicate their stories and represent themselves and their clubs with professionalism. With the support of Malta's partnership and initiatives like the Holistic Workshop, we are equipping our footballers with essential media skills. This not only strengthens their brands but also elevates the profile of Jamaican football as a whole."
Looking to the future, Smith envisions Jamaica becoming a global hub for sports commentators and analysts. "If we are deliberate about it, Jamaica can become known not just as the 'sprint factory of the world,’ but also as a ‘global curator of sports commentators’—churning out analysts who are knowledgeable, witty, and engaging speakers that can enthrall audiences anywhere in the world."
With initiatives like the Malta Holistic Workshop, Jamaica is taking steps towards that goal, empowering young athletes with the skills they need to succeed both on and off the field.
Shaw, Layzell on target as Man City stun holders Barcelona in Women's Champions League
Naomi Layzell enjoyed a dream Women's Champions League debut as her goal and assist helped Manchester City stun holders Barcelona 2-0 on Wednesday.
Layzell was playing her football in the Women's Super League last season with relegated Bristol City, but was the star of the show at the Joie Stadium.
City were making their first appearance in the competition since falling to a 4-2 quarter-final loss to the Catalan side in March 2021, and exacted their revenge with a plucky display.
The hosts, however, almost found themselves a goal behind with just three minutes on the clock when Caroline Hansen took aim and saw her effort cannon off the post, shortly before Lauren Hemp struck the woodwork with a strike of her own.
City grew into the contest and almost got the goal their performance merited in the 35th minute when Vivianne Miedema teed up Khadija Shaw, only to see her effort saved by Cata Coll.
But from the resulting corner, Gareth Taylor's side got their noses in front as Miedema brilliantly headed the ball from the back post and back into the danger area, with Layzell sliding in to mark her Champions League debut with a goal.
Barcelona had only failed to score once in their past 79 games heading into the encounter, and improved after the interval in their search for an equaliser.
Aitana Bonmati forced Ayaka Yamashita into making a smart save down to her right, with substitute Claudia Pina going close from distance as City were forced to withstand a relentless wave of pressure from the defending champions.
But the hosts landed a sucker punch in the 77th minute on the counter, with Layzell turning provider for Shaw, with the striker riding the challenge of Patri Guijarro before rounding Coll to seal a memorable triumph for City.
The Citizens ended the contest with an expected goals (xG) total of 1.68 compared to Barca's 1.5, despite having four fewer shots than their opponents.
Gareth Taylor's side sit level on points with Hammarby in Group D, after the Swedish side beat Austria's St. Polten 2-0 earlier on Wednesday.
Meanwhile, in Group C, Juventus edged out Norwegian side Valerenga to kickstart their campaign with a victory at the Intility Arena.
Sofia Cantore's 29th minute strike proved to be the difference, with the Italian curling a fine right-footed effort beyond the grasp of Tove Enblom against the run of play.
Juventus continued to struggle throughout the contest, with Valerenga registering 25 shots, with six of those on target, ending with an xG total of 2.2.
Man United's Diallo withdraws from Ivory Coast squad
Manchester United's Amad Diallo has withdrawn from the Ivory Coast's Africa Cup of Nations qualifying double-header against Sierra Leone due to illness.
Diallo, who has made six appearances for his country, has since returned to Manchester ahead of the Red Devils' upcoming Premier League fixture against Brentford.
The 22-year-old earned his first cap for the Elephants in 2021, and was recalled to Emerse Fae's group after a 15-month absence in June for wins over Zambia and Chad.
Ivory Coast know that two wins against the Leone Stars will seal their progression to the tournament, which takes place in Morocco at the end of next year.
A statement by the Elephants read, “The Ivorian Football Federation informs the Press and the public that the player, Amad DIALLO, arrived in group on Monday October 7, 2024, as part of the 3rd and 4th Days of the CAN qualifiers Morocco 2025, is declared forfeit for health reasons.”
Diallo is the latest player within Erik ten Hag's ranks to withdraw from international duty with their respective nations.
Argentina's Alejandro Garnacho, England's Kobbie Mainoo and Morocco's Noussair Mazraoui are the other players left out as a precaution.
Diallo has made 10 appearances for United this season in all competitions, scoring once in his side's 2-1 defeat to Brighton at the start of the 2024-25 campaign.
However, he has yet to fully nail down a starting berth, with Ten Hag so far rotating his wide options with Garnacho and Marcus Rashford.
Daniel Maldini the missing piece to Italy puzzle, believes Spalletti
Italy head coach Luciano Spalletti believes Daniel Maldini has been the creative spark the national side has been lacking ahead of their Nations League clash with Belgium.
Maldini could follow in the footsteps of his father, Paolo, and grandfather Cesare, both former Italy captains, should he represent the Azzurri at the Stadio Olimpico on Thursday.
The 22-year-old came through the ranks at Milan, managing 24 appearances in all competitions and scoring once, but spent three seasons out on loan from 2022 to 2024.
Maldini spent the second half of last season on loan with Monza before making his move permanent in July, netting five goals in 19 outings to help Raffaele Palladino's side to a 12th place finish in Serie A.
Now under the guidance of Alessandro Nesta, Maldini has begun to flourish, completing more dribbles (12) than any of his team-mates in the league so far.
The young Italian was one of four players given their senior call-up by Spalletti for their Nations League fixtures against Belgium and Israel, with the Monza forward replacing Lazio's Matteo Zaccagni.
And Spalletti is confident Maldini can make an impact, saying: "He is the (kind of) player we were missing."
Italy come into the contest off the back of an impressive opening to their Nations League A2 group, beating Israel and France last month.
After a disappointing Euro 2024 campaign that saw them lose to Switzerland in the round of 16, Spalletti insisted that their encounter against Belgium is crucial to their development.
"We will immediately become a great team in every match where we will be able to give the best of ourselves," Spalletti said.
"It is a crucial match for our future."
Spalletti, however, has his eyes set on the 2026 World Cup, a tournament the Azzurri have won on four occasions throughout their history.
But Italy failed to qualify for the 2018 and 2022 editions of the competition, but have since won the European Championships against England in 2021 under Roberto Mancini.
While Spalletti signified the importance of the World Cup's influence on the Azzurri's illustrious history, he said his players must focus on each game as it comes.
"It is a tournament that has determined our history, it has made many people happy," Spalletti concluded.
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