Jamaica Olympic Association (JOA) President Christopher Samuda has made a case to further push for sport to embrace and institutionalise a commercial model, which should position it has a stronger driver of economic activity. "History tells us that sport long ago evolved into a business and the current times signal that it is continually revolutionising into a commercial enterprise of which tourism, entertainment, health and wellness, technology, fan engagement and media broadcast are principal drivers," he said as he spoke at the press briefing of the Jamaica Lacrosse Association at Olympic Manor recently.