Silent World Relays branding at airport too loud to ignore

Mqondisi Dube | Tuesday April 28, 2026 08:11

There was no showcasing of culture to the Chinese delegation, through traditional dance at a point which is the visitor's first port of call. Instead, it was the usual Sunday mood at the airport, with little sign of a country on the verge of hosting arguably its finest sporting moment.

There has been talk on social media on what individuals can do to market the competition, away from the expected role of the organising committee.

An all hands on deck approach has been encouraged, albeit informally through casual discussions on social media. There has been no audible rallying cry from the committee, or authorities. It is more of a patriotic call from concerned citizens and residents akin to 'taking the law into their own hands.'

The criticism around event branding and marketing (if there is clear distinction between the two) is thus far justifiable. The organising committee is chosen to lead for a reason. Every other person within the confines of the Republic can then take it upon themselves to market the event in their individual capacities.

However, the larger burden is on the shoulders of the organising committee. They have the budget and the critically, the mandate. They are liable for the broader branding and marketing of the event, the rest can then follow. Key figures, including President Duma Boko and Letsile Tebogo, have been critical of the loud silence around the event.

There is a difference between critiquing and criticising, and the citizenry is allowed to engage in both. The organising committee cannot escape criticism or being critiqued simply knowing that people will be pelted with the patriotism stones.

Let the truth be told, with the whole hope that it will drive mindset or behavioural change, even though the event is now just a few hours away.

What greets the visitor or the participating teams at the airport is deflating. One struggles to locate a single sign or branding (unless if its hidden somewhere within the airport building.)

Opportunities to market and brand the country are going down the drain like the water that flows downstream the Notwane river into the Republic of South Africa. The arrival of teams from countries such as China and the United States are significant moments.

But it is eerily silent. The usual traditional dancers who greet politicians at the airport are conspicuously absent at a time when the country needs their dancing skills the most.

The road from the airport into the city is just plain grass and trees; thankfully its lush green, otherwise the dry savannah vegetation would have been their first sight. The committee should have done better, particularly along routes that lead from the airport to the hotels where teams will be lodging.

There is still four days to go and just may be, the organising committee has an ace up its sleeve, otherwise the approach has been downright lackadaisical.