By Mohamed L. Bah
Sahr Morris Jr., President of the Sports Writers Association of Sierra Leone (SWASAL), has officially announced his candidacy for a second term in the upcoming 2024 Elective Congress. Morris Jr., the youngest person to hold the office, made his announcement during the Sierra Leone Association of Journalists (SLAJ) Annual General Meeting while presenting his association’s report.
“As I conclude, I would like to inform everyone that my executive term ends this November. I invite you all to wish me well as I seek re-election, hoping to present our report again, as the re-elected SWASAL President,” Morris Jr. said.
The news was met with little surprise from sports journalists and administrators, given the remarkable impact Morris Jr. has had since his election in 2021. His leadership has brought significant advancements to sports journalism in Sierra Leone.
“When I first ran for President three years ago, I promised to rebrand and elevate SWASAL for the betterment of sports and sports journalism. Despite financial challenges, the progress we’ve made is evident,” he remarked.
Under his leadership, SWASAL has achieved numerous milestones. For the first time in the association’s history, Sierra Leonean sports journalists now have access to the country’s inaugural Diploma in Sports Journalism. Additionally, more journalists are now qualified to cover sports like cricket, thanks to specialized training initiatives.
Nicknamed the “Capacity Building Champion,” Morris Jr. emphasized the importance of training. “Rebranding requires starting anew, and that begins with empowering our members. This is why we focused so much on training and advancing the skills of our journalists. The diploma course is a sustainable initiative that will soon be introduced at the University of Sierra Leone. We’ve also provided specialized training in areas like cricket, match commentary, and swimming.”
During his tenure, SWASAL has forged key partnerships, including Memoranda of Understanding with Africell Mobile Company, the Sierra Leone Premier League Board, and collaborations with the National Olympics Committee of Sierra Leone, the Ministry of Sports, and the National Sports Authority, among others.
Another highlight of his leadership is the increased number of sports journalists covering major events, such as the Africa Cup of Nations, Sierra Leone’s international matches, and the Commonwealth Games.
Looking ahead, Morris Jr. remains optimistic about the future of sports journalism in Sierra Leone. “I’m proud to have spent my life in sports journalism. We’ve come a long way, but there’s still more to do. We’ve successfully rebranded and repositioned SWASAL; now it’s time to consolidate those gains and push the association to new heights. I want to continue that journey and make SWASAL the leading institution for specialized media in Sierra Leone.”
Sahr Morris Jr. is a celebrated name in sports journalism, not only in Sierra Leone but also internationally. His commitment to empowerment and development in the field is widely recognized.
A dynamic and experienced journalist, Morris Jr. holds a BA Hons and a Diploma (with distinction) in Mass Communication from Fourah Bay College, University of Sierra Leone, and is currently pursuing a Diploma in Sports Administration and Management.
He is the founder and CEO of Sierra Leone’s first registered Sports PR Consultancy firm, Sports Media Consultancy, and runs Blue Print Newspaper. Additionally, he serves as the Deputy Public Relations Manager for Mercury International Sports Betting and Lottery Company, and as Sports Editor for Concord Times newspaper.
Morris Jr. has earned numerous accolades throughout his career. He is a six-time Sports Journalists Award winner and the only Sierra Leonean sports journalist to have covered three consecutive Commonwealth and Olympic Games. He also holds the distinction of being one of only two Sierra Leonean sports journalists with voting rights for FIFA’s annual Best Players and Coaches awards and was the first from Sierra Leone to be accredited for the prestigious ‘Best FIFA Football Awards in London in 2018.
His expertise extends beyond football, having covered the Africa Wrestling Championship in Morocco, the 2017 IAAF World Championship in London, and the IAAF World Athletics Awards in Monaco, France.
