Tim Collins/Contributor
In 2023, the Victoria Royals appointed Brad Norris-Jones as their new director of business development and, if the name sounded familiar at the time, it’s because Norris-Jones has been around the Victoria sport scene for more than 15 years.
“I’m mostly on the business side (of sport),” said Norris-Jones.
But that self-deprecating view of his role in the sports community doesn’t begin to scratch the surface of Norris-Jones’ impact on the sports he loves.
Take the challenges of women in sport.
“Thirteen years ago, I met my rock star of a wife who is a great athlete herself and she showed me that, if I have a platform, I should use it,” Norris-Jones said. “It’s way too easy to overlook young females in sport, both as athletes and on the business side. If I have a chance to elevate them, I will.”
In 2017, Norris-Jones demonstrated that commitment when he pushed for the signing of Claire Eccles to the Harbour Cats.
“There were a lot of challenges to that, and we took some risks, but she not only succeeded, but excelled.”
Norris-Jones has also demonstrated his commitment to elevating Special Olympics athletes.
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“I can include these adults and I work to get them to games and give them a chance to meet the players. I also coach some softball games for Special Olympics and, well, I just smile all the time that I’m around them.”
“They (Special Olympics athletes) can teach regular athletes a lot. They are happy and involved in their sport, but they manage to do it with kindness.”
It doesn’t stop there. When Norris-Jones ran his sports memorabilia shop, he got to know many Indigenous athletes and forged a friendship with Chief Ron Sam of the Songhees Nation.
“That friendship has continued, and my position now gives a platform to help them experience things that they haven’t had an opportunity to do,” said Norris-Jones.
Whether it’s advocating for women, Special Olympics athletes or Indigenous youth, Norris Jones doesn’t see himself as special.
“These are groups that need to be respected and listened to. If I can continue to offer my support, it may become natural for others,” he said. “I think that’s my duty.”
It’s a belief that sets Norris-Jones apart and we’re all the richer for it.
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