The weight of national expecations

A little under two weeks ago, we were immersed in the vibrant culture and historic surroundings of Santiago, Cuba, preparing for battle on foreign soil in the Concacaf Nations League, which I wrote about last week in the T&T Guardian newspapers. A week later as we stepped onto the serene shores of Tobago, the contrast was striking.

The warmth of the island, the service and comfort at Magdalena Grand, and the support of our home crowd welcome us with open arms. It was a perfect setting to recharge, reflect, and embrace the journey ahead.

But as national team members, this respite is only part of the story. Behind the calm of these surroundings lies the constant pressure and emotional drive to succeed. Whether home or away, the weight of expectations is ever-present. We feel the pulse of the nation, the hope of our fans, and the responsibility to deliver, knowing that each match is more than just a game—it’s a reflection of our dedication to the sport and the pride of our country.

Working within a national football association is an intense and often deeply challenging experience. Beyond the day-to-day strains of football at the various levels, national football involves a level of responsibility and pressure that can most times feel overwhelming, particularly when you are representing not just a club but an entire country.

One of the greatest pressures in working for a national football association is the burden of national expectations. Every match played by the national team carries the weight of a nation’s hopes and dreams. Last Monday we had to win to stay in League A. Next March we must win again in a home and away series to qualify for the 2025 Gold Cup. And soon after the World Cup, qualification will be on the line. Football becomes more than a game—it becomes a symbol of pride and unity.

For players, this expectation can be stifling. Playing for a national team is not just about individual performance; it is about carrying the aspirations of thousands. The weight of a missed penalty in a crucial match or a defensive error that costs a tournament can feel far heavier when it’s done on the international stage. Just ask Justin Garcia or Ross Russell Jr. how they felt after Cuba pulled a goal back last Monday.

These are the moments that can define careers and team progress, for better or worse.

Coaches and managers face the same scrutiny. Managing a national team is one of the most coveted yet difficult jobs in football. Results are everything, and a string of bad performances can result in widespread calls for resignation. There is little room for error, and the support of fans and officials can be fickle.

When the national team loses, it often feels like the country loses, and the fallout can be personal and brutal.

Press officers like myself, too, must navigate this minefield of national expectations. Every loss and every controversy becomes a national conversation, and media managers must respond swiftly and carefully. Crafting the right narrative to both calm the public and maintain the morale of the team is a skill that requires precision. Especially when the expectations are massive and the opportunity to rise doesn’t come as often as club competitions or other sporting events.

The financial and organisational struggles

For many smaller or developing footballing nations like T&T, the strain on a national association is not just emotional but financial. Budget constraints are a constant challenge. Unlike the richer football associations in Europe or South America, many smaller nations, including Caribbean countries like Trinidad and Tobago and St Lucia, often struggle to secure the funding necessary to compete at the highest level. Sponsorship deals are harder to come by, government support is crucial and consistent, and top-of-the line facilities can be a challenge.

This lack of resources can at times place immense pressure on the entire organization. Players may not have access to top-tier training facilities, and coaches may have to work with outdated technology or inadequate staff. All of this means that while national associations are expected to deliver success on the field, they are often working with fewer resources than their competitors.

National team administrators are constantly fighting to secure funding, balance tight budgets, and ensure that the team can continue to operate at a professional level. Team manager Richard Piper, along with Basil Thompson and myself, have pulled together to ensure our squad experienced a level of comfort in the past window, but there is room for more. Our ability to sign off on a partnership with Magdelena Grand Resorts a couple weeks ago came at the right time. For those working in communications or press management, this often involves taking on the additional burden of promoting the team and attracting sponsorships, all while managing public relations. It’s a job that requires creativity, resilience, and an understanding of both the footballing world and the complex dynamics of national pride.

Public criticism and personal sacrifice

Another significant strain on those working within a national football association is the ever-present scrutiny and judgement of the public. Football is a passion for many, and fans feel deeply connected to their national team. We signed up for this. But this means that failures on the pitch are rarely viewed in isolation. In some cases, the criticism extends far beyond the game itself, becoming a reflection of broader national frustrations, particularly in countries like T&T where football is closely tied to national identity. There’s cricket, and then there’s football and more football.

For players, this means constantly being judged on their performance.The slightest mistake can lead to public backlash, and in the era of social media, this criticism can be instant and unrelenting. Many players must deal with direct messages and comments online that attack them personally, sometimes even threatening their families or questioning their loyalty to the country.

Coaches and staff members are not exempt from this criticism. Even when success is achieved, there is often an undercurrent of “what could have been done better.”

Behind the scenes, press officers must manage this whirlwind of public opinion. After the disappointing 2-2 draw in Cuba, it was not easy to get players to speak to the cameras after. Joevin Jones opted not to speak until the two games were over. He delivered on the pitch in both affairs. Media managers are tasked with protecting the image of the players and coaching staff, managing media relations, and trying to control the narrative surrounding the team. The job is particularly challenging when results are poor, as press managers must find a way to communicate with a disappointed and often angry fanbase while maintaining positivity within the organization. They are constantly walking a tightrope between public transparency and protecting the team’s morale.

The emotional toll of the rollercoaster

Perhaps the most difficult aspect of working for a national football association is the emotional toll of the constant ups and downs. One moment, a team can be flying high with a significant victory that unites the nation, and in the next, they can crash down with a heartbreaking defeat. For those who work in national football, this seesaw of emotions is relentless. There is rarely time to rest or reflect; the next challenge is always around the corner.

Players must learn to cope with these rapid emotional shifts, but it can be mentally exhausting. And for press officers and administrators, the emotional toll comes from being caught in the middle—having to maintain a brave face to the public while dealing with the internal stress and disappointment of a struggling team.

Working within a national football association is not for the faint of heart. It requires not only a love of the game but also the mental fortitude to withstand intense public scrutiny, constant financial pressures, and emotional ups and downs.

Editor’s note: Shaun Fuentes is the head of TTFA Media. He was a FIFA Media Officer at the 2010 FIFA World Cup in South Africa and the 2013 FIFA U-20 World Cup in Turkey. He has travelled to 88 countries during his journey in sport. The views expressed are solely his and not a representation of any organisation. shaunfuentes@yahoo.com

The post The weight of national expecations first appeared on CNC3.