When dreams become reality
Latoya Dacosta inspires while making her mark across the region
IT’S uncommon for women to dream of being involved in sports administration at the highest level, but Latoya Dacosta had a clear vision of her goal and is now realising her ambition.
The former St Jago High student, whose journey began as a competitions director at the Jamaica Football Federation (JFF), has held several administrative roles in football in the region for over 20 years and is currently head of women’s competitions at Concacaf.
Even though she went against her father’s wishes, she believed she could forge a career from it.
“I wanted to be involved in something that moved me, that would allow me to excel, that subsequently involved travel and meeting people of different cultures, which has been a bonus. Having got the position at the JFF, I was super-motivated to not disappoint my father, Cherton Dacosta, who was concerned about my choice and what opportunities it would present for me to make a career and livelihood,” she told the Jamaica Observer.
“I have been very fortunate to have learnt a tremendous deal from Horace Reid and Edward Seaga. I’m truly appreciative [of] so many other persons — too many to name individually — who have shared and continue to share my journey, unintentional mentors, colleagues, who in various ways, at various times, have all imparted gems of wisdom. They were great mentors and have inspired me to ensure that I give back to this amazing sport,” she added.
Challenges seem automatic when being one of the few women in a male-dominated space, but Dacosta believes her sense of purpose has allowed her to thrive.
“One of the more important qualities I have embraced from Dad is to be quiet during the storm, to remain calm, not make any hasty decisions if I am anxious, annoyed or bothered about a situation; in the end good sense will prevail. Remaining in control, self-discipline, planning, getting things done on time, producing quality work — all of these things have contributed to overcoming obstacles. Learning the nuances and intricacies of working within football in Jamaica, and then moving on to working across the Caribbean region, learning about the various member associations, and being able to ensure tangible solutions to issues, have ensured that obstacles have not been insurmountable,” she said.
After serving as general manager of the now-disbanded Premier League Clubs Association (PLCA) and director of Competitions at the Caribbean Football Union (CFU), Dacosta has spent the last seven years at the region’s governing body Concacaf.
She feels that the transition has improved her skills as an administrator and has helped break gender barriers.
“Each of the various roles in football from JFF to the CFU, and now to Concacaf, have strengthened my appreciation for advice given, has made me determined to seize the opportunities to always reach higher and challenge myself and those around me. My negotiating skills, ability to reason and resolve conflict and always be mindful of the operating environment — the rules, regulations, guidelines, and protocols are all crucial elements I have picked up and value. I have learnt that I love a challenge, I love new experiences, I have learnt to put in the extra effort to be judged on merit and not because I am a female,” Dacosta said.
In her current role, she’s hoping to elevate women’s football in the region and has urged others to give women the respect they deserve in the sport.
“We all have a role to play — from parents allowing their girls to play, clubs ensuring they have safe environments, ensuring the same access to quality training, governments have a role to play. It has to be a holistic effort,” she said.
“Fans must support in attending, players must give of their best to improve, to excite — the women’s game has improved tremendously, with icons and legends, with new uprising stars to capture the imagination of girls, the media must highlight, must tell the stories that inspire,” she added.
“Having women’s symposiums, conferences [and] showcases all help to change the narrative but we must go further. A multipronged approach is needed to change the narrative to appeal to the wider society from all levels of society,” Dacosta said. While her achievements are notable, they don’t detract from her commitment to empowering others, especially women.
“I wish to be as successful as possible, to always have this passion for football, for sports, for working with people. To be able to exchange and impart knowledge and information to those with whom I work and, very importantly, to see my team members grow, flourish and succeed in their respective endeavours in ways that allow them to ‘pay it forward’ so that a greater pool of women develop this love and passion for what they do, [and] that it motivates even more women to excel,” said Dacosta.