Sport is not merely a contest of physical ability, but one of society’s most powerful tools for shaping culture, identity, and human values, according to Jamaica Olympic Association President Christopher Samuda.

Addressing an international gathering hosted by the Fédération Internationale Cinéma Télévision Sportifs (FICTS) in Treviso, Italy, Samuda argued that the enduring legacy of sport lies not in medals or records, but in its ability to unite people, preserve humanity’s shared experiences, and influence future generations through film and storytelling.

“Sport is physical culture but, more importantly, it is a social construct,” Samuda said, as he described the Olympic movement as a platform that transcends cultural, religious, racial, economic, and political boundaries.

His presentation, titled ‘A Conversation on Sport and Film with Christopher’, formed part of discussions under the theme ‘Legacy of the Games: A Heritage of Values’.

Drawing on Jamaica’s multicultural history, Samuda pointed to the country’s national motto, “Out of Many, One People”, as evidence of sport’s unique capacity to bring diverse communities together. He argued that sporting events have long served as catalysts for social cohesion and cultural development.

The veteran sports administrator also highlighted the close relationship between sport and music in Jamaica, noting that iconic reggae songs by Bob Marley and Jimmy Cliff continue to resonate at sporting events across the world.

Samuda added that Marley’s timeless messages of unity and resilience, alongside Cliff’s calls for perseverance and determination, have become intertwined with the emotional experience of sport.

“At sporting events, our music is not simply background, it complements sport and is instrumental in instilling communal values and the importance of a unified vision,” he noted.

Beyond culture, Samuda believes sport’s influence is increasingly being felt in the worlds of business and politics.

He observed that corporations are investing heavily in sport because of its ability to build brand loyalty and connect with increasingly diverse audiences. At the same time, political leaders are recognising sport as an influential space, particularly among young voters and emerging adults.

“Sport is an open market and is not seasonal,” he said, adding that its social capital creates opportunities for commercial growth while simultaneously shaping public discourse.

Central to Samuda’s presentation was the role of the Olympic values — fair play, friendship, respect, determination, excellence, integrity, and humanism — which he described as the “cultural genes” of life both on and off the field of play.

Samuda said these values should guide the development of a sport film industry capable of educating, inspiring, and entertaining audiences while reinforcing positive social behaviour.

In that vein, he urged film-makers, content creators, and sporting organisations to use documentaries, films, and digital platforms to preserve the lessons of sport and pass them on to future generations.

“The social and cultural experiences in sport must be used to positively shape the psyche, identity, and behavioural norms of a people and the character of the world,” Samuda declared.

Looking to the future, Samuda warned against relying solely on technology to define human identity. While acknowledging the benefits of artificial intelligence (AI), he argued that values such as sportsmanship, citizenship, and family are rooted in human experience rather than algorithms.

“AI can give us the definition of genes, but it cannot give birth to I and me,” he stated.

That said, Samuda called on the global sport and film communities to work together in protecting humanity’s values and ensuring that the stories emerging from sport continue to inspire future generations.