Maverick of Sports, Carole Beckford
FOUNDER, CAROLE BECKFORD AND ASSOCIATES
Photography by Andre Helps.
“I’ve been around long enough to have seen a whole generation of leadership in Caribbean and global sports. Now I’m in the position where I can influence the next generation.”
Carole Beckford is the driving force connecting the rest of the world to the sporting elite in Jamaica and the Caribbean. As a sports management and communications powerhouse, Carole has worked in leadership roles for government ministries, Cricket West Indies, and a host of corporate and culture clients. Her portfolio career also includes being President and co-founder of The Business of Sport. A professional network and annual conference supporting growth in the Jamaican and broader Caribbean sporting industry. “I’m a big believer in conversations, but I believe in moving from conversation to execution. We saw small businesses expand and grow into their own spaces based on attendance at the conference. In our first ten years, we achieved a lot of our goals. Now we are reflecting on what the market needs.”
Carole’s most enviable position was perhaps as a Publicist for Usain Bolt during his rise to global stardom. “It was a thrilling experience. I felt like I was on a treadmill for four years because I never stopped. Usain is such a magnanimous character. We both learned from each other, and we enjoyed ourselves.” Carole managed Usain’s sizable PR portfolio in the early days of social media. She notes, “It was about him breaking through on those platforms. Our approach was to share with the global audience how well he fitted into Jamaica’s cultural persona.” The evidence speaks for itself.
In 2015, Carole took things in a different direction with a role as Jamaica’s Film Commissioner. For the industry leader, film felt like a natural evolution from her work as a broadcaster and journalist. Her remit was to continue to market Jamaica as a film destination while offering insights to filmmakers about how they can participate in the international film business. This effort culminated in the 2015 Jamaica Film Festival, the largest full-scale festival on the island in three decades. The festival hosted 76 screenings over five days, with opportunities to network and connect with industry delegates from the UK and major Hollywood studios. “I’m a connector. I pride myself on connecting people to things. My work has taken me to many places and brought me to so many people. I like to be a door opener.”
Today, Carole continues to consult and teach about the business and marketing of sports. She is completing her fourth book on the subject. Rigour, education, and sharing are the cornerstone of her longevity and relevance in the industry. “If you’re not consistent, it’s not going to work. You have to be working hard at it. I’m still learning every day. I’m a lecturer, but I still study. I’ll find the time to do short courses; I volunteer and go to conferences. I invest in myself essentially. Now, I’m called on to provide interventions, but I still find the time to pass on knowledge. My instincts as a teacher are what guides me.”
Interview by Tega Okiti.
