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Brad Norris-Jones brings out the best in sport

It’s not just about business
The Victoria Royals appointed Brad Norris-Jones as their new director of business development. (Photo courtesy of Brad Norris-Jones)

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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