Nadia Genis, Operations Manager, WorldSport South Africa
The events, sponsorship and tourism industry has seen restrictions lifted and activity slowly taking shape, but unlike the flicking on of your light switch in the kitchen, the progress is slow and the support of fans, brands and authorities extremely limited – for what I am sure is seen as good governance and the safety of all involved. But one has to wonder if it’s not more than that – something akin to the slow wake from a deep slumber? The groggy-ness and slow response, the overwhelming sensation of wanting to return to that state of peace and rest. Is that perhaps what’s happened to society? That we’ve found such comfort in the changes lockdown and social distancing forced upon us that we’re now slow and hesitant to step out from underneath the fluffy duvet?
History has shown that fortune favours the brave – someone needs to be first and, though they often learn lessons the hard way, they get to be known as innovative ground-breakers – as ballsy risk takers. In a world of sensationalism, fear-mongering and public opinion shaping social media it has become near impossible for brands to take a risk without being criticised by some group or market segment. The reality that this has created post-COVID is a world in which people seek and yearn for experiences and social interaction, but no brands can risk making it happen for fear of reputational damage in the court of public opinion.
The mid-term budget presented by our Minister of Finance recently is, in my mind, another example of how comfort has been found in certain lock-down behaviours – the continuation of grants and acceptance of the fact that job creation will be slow implies that there is a layer of acceptance post the economic destruction, that small business support and economic stimulus projects are staying where they are, tucked in under a fluffy blanky – not to be disturbed in case they wake up ravenous – as any hibernating creature does.
I believe we as an industry are faced with one of two choices: roll over and fall back into the deep slumber, or be fully woken by the rumbly of a very hungry tummy! (In the wise words of Winnie the Pooh) The first offers the very real possibility of never waking again, while the latter means going out and hunting for brands and fans willing to be ground-breakers along with you. Personally I choose the latter. Though I acknowledge a need for adaptations to the way things were done in the past, it’s the fact that the entire ‘food chain’ needs to evolve that makes this such a daunting and exhausting approach. Changes are needed not only in the way we create sponsorship opportunities and deliver events, but in the way fans attend events and engage with brands. We’re all suffering from pins and needles in limbs that have been stagnant too long – but after the discomfort there’s always relief, function and action.
We had the opportunity to, for the first time in quite a number of months, get the WorldSport team around a table to talk through ideas and use each individual’s input, energy and personal experience to find solutions and identify opportunities on current and future plans. I found the sense of camaraderie similar to the comfort of putting on a pair of well worn shoes – you get to sink into it and take steps forward without realising the extent of the protection or support supplied.
So, despite the challenges, I’m committed to find ‘my people’ – those who will risk, attend, enjoy and thrive alongside us.