Madam Jodie Seton, the third Vice President of the Liberia Football Association (LFA), has stressed the need for transformative efforts for sports writers during the 38th-anniversary celebration of the Sports Writers Association of Liberia (SWAL), urging the organization to embrace bold changes and address critical challenges in order to move to the next level.
Delivering a keynote address to an audience of sports journalists, administrators, and dignitaries, Seton commended SWAL for its achievements since its founding in 1986. She highlighted its contributions to sports development in Liberia and its vital role in promoting ethical sports journalism. However, Seton emphasized that SWAL must now confront its limitations and push for further growth.
“After 38 years of existence, SWAL has played a leading role in sports promotion across Liberia. But we cannot rest on our laurels. SWAL still has a greater role to play in the transformation of sports in this country,” she said.
Seton noted several key areas where SWAL can evolve, including the lack of formal training for members, the absence of its own headquarters, and the need for financial stability. She called on the association to draft a five-year strategic plan that would guide its growth and ensure its sustainability. “Such a plan should provide direction, enhance decision-making, improve resource management, and increase operational efficiency,” she said.
She also stressed the need for SWAL to decentralize its programs, extending its influence beyond Monrovia to other counties. “Let the people in Barclayville understand your work, not just those in Monrovia,” she urged.
In addition to infrastructure and decentralization, Seton highlighted the importance of increasing women’s participation in sports journalism and improving gender representation in sports media coverage. “If SWAL is to go to the next level, we need to increase women representation and participation in sport journalism,” she added, stressing that gender equality in sports media is crucial for the future.
Seton also urged SWAL to embrace digital transformation, encouraging the association to leverage new technologies to expand its reach and influence. “SWAL cannot afford to be left behind as the world moves towards greater digital interconnectivity,” she remarked.
Ending her speech on an inspirational note, Seton called on SWAL members to dream big and pursue ambitious goals, quoting former Liberian President Ellen Johnson Sirleaf: “If your dreams do not scare you, they are not big enough.”
The keynote speaker’s address resonated with the audience, as Seton painted a vision of an ambitious and innovative future for SWAL. Her call for transformation, strategic planning, and inclusivity was met with enthusiastic applause, setting the tone for the association’s next chapter.
As SWAL enters its 39th year, it is clear that the journey to the next level will require collective action and visionary leadership, with Seton’s address serving as a catalyst for the organization’s future endeavors.
At the same time, the president of the Sports Writers Association, Varmah Kamara, in a special statement celebrated the association’s legacy while outlining the challenges and opportunities that lie ahead for sports journalism in Liberia.
“SWAL has been a pillar in sports journalism, a voice that has not only informed but inspired generations,” Kamara said. “We are not just celebrating the passage of time, but the legacy of an organization that has shaped the narrative of Liberian sports.”
Reflecting on the association’s past, Kamara highlighted how SWAL has played a pivotal role in advancing the sports sector in Liberia by providing in-depth coverage, advocating for athletes, and bridging the gap between the sporting community and the public. He pointed out that SWAL has been instrumental in covering key moments in Liberian sports history, from the golden era of football to the emergence of new sports disciplines.
However, Kamara acknowledged that the future of sports journalism in Liberia faces new challenges, particularly with the rise of digital media and technological advancements. “The landscape of journalism is evolving, and so too is sports reporting. The rise of digital media, social platforms, and new technologies offers us opportunities to expand our reach and impact,” he remarked.
He urged SWAL members to adapt to the changing media landscape while maintaining the high standards of integrity that have defined the association for nearly four decades. “We must continue to uphold the standards of accuracy, fairness, and impartiality that have defined SWAL for 38 years,” Kamara said, emphasizing that the association’s mission remains to serve the public with truthful and engaging sports content.
Kamara also expressed his gratitude to SWAL’s partners, including the Liberia Football Association (LFA), the Ministry of Youth and Sports, and various sports federations, for their support in promoting sports and the growth of sports media in Liberia.
In closing, Kamara reaffirmed SWAL’s commitment to supporting the next generation of sportswriters and called on the association’s younger members to carry forward the legacy of excellence in sports journalism. “To our future sports writers—the young men and women with dreams of making an impact in this field—SWAL is here to support and mentor you. The future of sports journalism in Liberia is bright,” he declared.
