History of TT Pro League

HISTORY:

In preparation for the official introduction of full-fledged professional football in Trinidad and Tobago, the semi-professional football league (SPFL) was started in 1996.  Consistent with what had now become a norm at the amateur level of the local game for more than a decade, public response to this prelude of “pro-football” was generally poor.  General attendance was around 40-50 patrons per game, with the highest single game attendance figures being just over 100 patrons.  As a result, for the 1997 season, the then Trinidad and Tobago Football Association (TTFA), through its then special adviser and chief financier, Austin Jack Warner, employed the services of local sports marketing agents with the primary objective being to increase and maximize game attendance.  An aggressive, short term marketing campaign was developed and launched. At the half way point of the new season, general attendance figures had increased to over 200 patrons with the highest single game attendance figure growing to over 1000 patrons. 

In 1999 the inaugural season of the highly anticipated, first official Trinidad and Tobago Professional Football League (PFL) was launched.  There was also a new marketing team in place.  However, the inaugural season saw a drop in attendance figures and the trend continued for the next two seasons.  Unable to prove its self-sustainability, the PFL came to an abrupt end at the close of the 2001 Season. Mr. Warner severed all ties with local football and the death of the PFL took just about three years before burial.

History was created in 2002 when, in an unprecedented move that would preserve jobs as well as preserve the future of the professional game at the local level.  The professional clubs themselves decided to take up the challenge and started the now “TT Pro League”.  This initiative has ushered in a “NEW ERA” in local football, and if nothing else...it is a development that has assured us that the local game...”will never be the same again”.

 THE LEAGUE’S STRUCTURE:

The new TT Pro League Limited, governed by a Board of Directors, is comprised of representative of each of the participating clubs who are also the shareholders.  This non-executive Board, sets out the policy for the operations of the League and the Chief Executive Officer (CEO) is responsible for the running these operations.  The Chairman is elected by the Board of Directors and cannot be associated with any of its member teams.

 The operational aspect of the League is carried out by a management team led by the Chief Executive Officer. The office employs marketing, accounting and administrative staff.  Additionally there are several sub-committees which contribute to the following areas (1) Marketing/Public Relations (2) Administrative Operations (3) Technical Committees.

CLUBS STRUCTURE:

All Pro League Clubs are required to have the following organized management structure.

1. Board of Directors
2. Chairman
3. Chief Executive Officer
4. Team Administrator
5. Technical Director/Coach
6. Assistant Coach
7. Marketing/Public Relations Manager
8. Equipment manager
9. Physiotherapist
10. Youth Development Officer

Cubs are also required to have a dedicated home venue, which is secure and allows for the collection of gate receipts and with a good playing surface.  The size of the playing field should be of international standards and approved by the League’s technical committee comprising of a representative of the Referees Association, a match commissioner and the Chief Executive Officer.

Each Club must provide a marketing plan which illustrates how the Club will generate financial and physical support.  Financial statements of projected income and expenditure are also required to show how the Clubs intend to meet their monthly commitments.  An affiliate fee of $50,000.00 and an annual administrative fee are required by each club to assist with the League’s operational cost.

The League has established a minimum player salary of $1800.00 per month.  However, the actual average salary paid to players is approximately $4000.00.  Most teams are privately sponsored with an average annual expense of $1.5M needed for proper programme implementation.

COMPETITION STRUCTURE

The TT Pro League organizes a number of competitions each year:

1. i.          The League
2. ii.        Goal Shield
3. iii.       First Citizens Cup
4. iv.       Pro Bowl
5. v.        Classic

League matches are played as double headers on Friday’s better known as “SUPER FRIDAY” and the other matches are played on the Saturday immediately following Super Friday.  This allows for better marketing of the matches and also allows fans the additional benefit of seeing two matches on weekends.  The traffic factor was a major contributor to the change from the original Tuesday and Saturday playing days as playing on weekdays was a challenge for fans in the area of travelling to matches.  Fridays also assist with helping the fans plan for their weekend sport activity.  The benefit to coaches and players was the fact that there was a longer recovery time for injured players which the hopes will translate into better performances. It is expected that sponsors will also benefit as they will be able to focus on their activation on weekends and it is hoped that this will redound into brand awareness and brand activation being visible at more games.

The knock out tournaments is also played on Fridays.

FINANCING:

At present the League receives a subvention from the government of Trinidad and Tobago this, along with the registration and administrative fees paid on a yearly basis by the Clubs, makes up the main financial base of the League. Other corporate partners such as Digicel, Lucozade, First Citizens, Toyota and SM Jaleel also contribute to the League’s finances through the financing of competitions.  The government has agreed to assist the League over a four (4) year period with a 25% reduction each year.  Revenue received from these sources is utilized to offset the competition expenses and prize money to the participating clubs.

GEOGRAPHICAL STRUCTURE:

There are eight (8) teams that participate in the TT Pro League at present, they are-:

1. Adam’s Construction San Juan Jabloteh
2. Caledonia AIA of Morvant/Laventille
3. Defence Force
4. Direct TV North East Stars
5. Police FC
6. St. Ann’s Rangers
7. T&TEC FC
8. W Connection FC

Each team represents different geographical areas throughout Trinidad and Tobago.

THE PRODUCT:

With the mission of “One people, one vision, one culture, striving for excellence” being our guiding philosophy, the TT Pro League has implemented a plan designed to build its corporate brand image based on the product definition of several areas:

1. Professional football
2. Professional sport management
3. Entertainment and
4. Community development

To build the corporate brand identity through community driven initiatives  which will help bring the three most important entities of the game together in one harmonious form, the players, the game and the community it is important that the League-:

1. Increase public awareness and maximise spectator interest of
   1. The Pro League and its tournaments
   2. The Clubs, players, coaches and administrators
2. Enhance and promote spectator interest and increase attendance at all TT Pro League matches and to promote the positive social and ethical image of the League.   The enhanced commercial and marketing image of the League will result in the achievement of sustainable revenue targets. The following outcomes are expected-:
   1. Community level -The establishment of Pro League football academies to deliver community based football clinics in addition to other community events.
   2. Corporate level – Increased sponsorship of product, service, finances and other methods.
   3. Government level – through donations of product and services, financial and other means

These objectives will be measure through surveys, focus groups and ticket sales.

In order to improve game attendance, the League has had to be very creative. Feedback from our surveys reveal that an exciting fun filled event is what the Trinidadian public gravitates to.  As a result, the marketing committee decided that it was necessary to take an innovative approach to create the atmosphere and excitement necessary to bring out the crowds.

The decision therefore was to host several knockout tournaments which were very successful due to the combination of attractions on display.  A conscious decision was taken to incorporate several aspects of the Trinidad and Tobago culture in order to enhance the value for money.  The intent is to give fans an exciting experience which will result in increased attendance at cup games with an overflow into League matches thereby increasing the fan base across the board.  There must be a good product on display in order to keep supporters returning to the game.

CONCLUSION:

The TT Pro League has come a long way since its inception in 2002. A survey by Market Facts and Opinions which was commissioned by the League, indicated that in its first 3-4 years the League was not known by the wider national community and only to the handful of die-hard supporters of local football.  However, the survey showed in 2006 that there was a better non-prompted response to the League’s logo as people were now becoming more aware of who and what the TT Pro League was.  Much has been done since then to increase the brand awareness and much is still to be done.

The introduction of “Super Friday” football has seen a tremendous in the attendance at League matches.  Prior to the 2010 Season spectator turn out to League matches averaged at approximately 200 persons per game.  With the advent of “Super Friday” the League is now seeing crowds of approximately 1000-1500 patrons at a Super Friday double header.  The Saturday matches on average will have approximately 500-600 patrons at a single match.  In order to assist with the increase attendance at Saturday matches the TT Pro League has now embarked on “Fiesta Saturdays” which is geared towards the family.  Game day activities will include face painting and bouncy castle for children which allows for parents to bring their children to matches and the children will be supervised as they play and have fun. While there is still much needed to increase the general attendance at matches in order for the Clubs to become more viable, the League sees a direct link to communities as the only way this can be done.  Thus football should get back to the community in order to become the thriving viable entity that it holds the potential to become.

The “Helping Others is a Priority Everyday” (HOPE) project, has been implemented by the League to allows Clubs to build lasting relationships with their communities as they give back in some tangible form.  This initiative is geared towards getting the players and Club to have an intimate bound with schools, selected charity groups and the needy to ensure that the community is aware that the players and the Clubs are interested in them. This we know, will create a bigger fan base for the Clubs.

LEAGUE INFORMATION AND GENERAL STATISTICS

2002

League Champions:

1. 1.    San Juan Jabloteh

League Table:

Independence Bowl Champions

Vibe CT 105 W Connection

2003

League Champions:

1. 1.   San Juan Jabloteh

League Table:

2004

League Champions:

1. 1.   North East Stars FC

League Table:

2005

League Champions:

1. 1.   W CONNECTION FC

League Table:

2006

League Champions:

1. 1.   JOE PUBLIC FC

League Table:

 2007

League Champions:

1. 1.   SAN JUAN JABLOTEH FC

League Table:

2008

League Champions:

1. 1.   SAN JUAN JABLOTEH FC

League Table

2009

League Champions:

1. 1.   JOE PUBLIC F.C

League Table:

2010/11

League Champions

1. 1.   Defence Force FC

League Table:

 2011/12

League Champions

1. 1.   W Connection FC

 League Table:

2012/13

League Champions

1. 1.   Defence Force FC

League Table:

2013/14

League Champions

1. 1.   W Connection

League Table:

RESULTS BY TEAMS

FIRST CITIZENS CUP WINNERS

 FIRST CITIZENS CUP RESULTS BY TEAMS

PRO BOWL

Pro Bowl Results by team

TOYOTA CLASSIC

TOYOTA CLASSIC RESULTS BY TEAMS

LUCOZADE SPORT GOAL SHIELD

RESULTS BY TEAMS

LUCOZADE SPORT BIG SIX

2004

2005

2006

2007

2008

TT PRO LEAGUE BIG SIX 2009

RESULTS BY TEAMS

WINNERS OF ALL COMPETITIONS IN THE TT PRO LEAGUE