As Gaborone prepares to host the World Athletics Relays, the focus extends beyond the readiness of the city’s infrastructure to how it presents itself on the global stage. For Botswana, the first African nation to host this prestigious event, the stakes are high, not just in terms of logistics but in crafting a compelling city-wide brand that captures attention and fuels participation.
Strategic branding across the city is emerging as a vital element in the event’s success. Billboards along major roads, displays at Sir Seretse Khama International Airport, and street pole advertising promise to boost visibility in key urban spaces. The goal is to position Gaborone not merely as a venue but as a vibrant, sports-driven destination ready to host world-class events.
“Public transport, particularly taxis and combis, remains the lifeblood of daily movement in the capital. Branding these vehicles would ensure continuous exposure, embedding the World Relays message into the daily lives of thousands of commuters,” one resident observed. In a city where informal transit dominates, these mobile advertisements offer unmatched reach and frequency.
Retail partnerships could also play a pivotal role, bridging the gap between awareness and attendance. Collaborations with sports retailers might bring in-store activations and decentralized ticket sales, embedding the event into everyday consumer experiences and turning casual interest into committed participation.
Some voices in the community urge policymakers to treat branding as a core pillar of event planning rather than an afterthought. “A well-branded city creates excitement and fosters national pride. Even those who may not attend the event can still feel part of the experience,” one observer noted.
Public enthusiasm is already evident. Naledi Lemogang, chairperson of the Debswana World Relays ticketing committee, reports that locals currently account for about 70 percent of ticket sales, with South Africa the second-largest market. Other countries including Canada, the United States, Switzerland, and Kenya have shown notable interest as well.
Lemogang also revealed that bulk sales from companies outpace individual buyers, and that ticket purchases from international athletics associations and foreign spectators are anticipated. “This will not be an ordinary track event; it will be more of a festival, with entertainment before the main competitions. We therefore encourage people to come and experience Botswana as the first African country to host the World Relays. We are also appealing to stakeholders and companies to purchase tickets in bulk and groups of people,” she said.
To further boost sales, ticketing agents will soon be stationed in shopping malls to assist customers with online purchases. “We have also introduced cash payment options at our activation points and through ticketing agents. Additionally, discounted student tickets are available at P250 for day one and P250 for day two,” Lemogang added.
Backing the event is Debswana, Botswana’s leading diamond company, which has committed P16 million as the title sponsor. At the official sponsorship launch, Debswana’s Chief Executive Officer Andrew Maatla Motsomi emphasized the partnership’s broader significance.
“Through this partnership, Debswana aims to utilize the platform to revive the diamond market,” he said, highlighting the company’s mission to promote the story of natural diamonds and their transformative impact on communities and economic growth in Botswana.
Motsomi described the event as a powerful opportunity to amplify Debswana’s global brand while sharing an authentic narrative grounded in sustainability and national development. “As the world turns its attention to Gaborone, this moment will be leveraged to tell the compelling story of natural diamonds,” he said.
The sponsorship aligns with Debswana’s broader goals of enhancing Botswana’s international profile and reinforcing the value of natural diamonds in a shifting luxury market.
For Botswana and Gaborone, the World Athletics Relays represent more than a competition, they are a chance to announce the city’s arrival on the world stage and chart a path for future international events.