Modern Athlete Magazine Issue 130, May 2020 | Page 23

SPORT MAN
SaysBy
Manfred Seidler
Courage in Unsure Times
We’re in a pandemic, the world has come to a standstill, and at this rate, soon nothing will be what it was before
COVID-19 struck. Globally, event organisers are trying to figure out how to get back to hosting ‘normal’ mass participation
events, and are finding themselves facing huge restrictions from the various authorities. That is why the announcement
by Sanlam that they are renewing their sponsorship and support of the Cape Town Marathon for a further three years,
starting now in 2020, is such an incredible act of faith.
Ironically, that announcement was
somewhat snuck in when the event
recently announced its virtual addition
to the October 18 race. While ‘virtual’ is
the new ‘real’ for the foreseeable future,
having the courage to invest into a mass
event for another three years in these
times of complete and utter insecurity
of what tomorrow holds, never mind
six months from now, is an incredible
gesture, and one I hope the running
community will appreciate.
Images: Courtesy Sanlam Cape Town Marathon, SCC Events & Virgin Money London Marathon
Events Under Threat
All indications are that for the foreseeable future, mass events will simply not be
permitted. For example, the Berlin Marathon scheduled for 27 September has been
cancelled, as the German Senate has said there will be no gatherings larger than
5000 people in Germany until 24 October. Meanwhile, there is currently a scramble
in the Northern Hemisphere to bring back mass participation events, and event
organisers are in weekly Zoom Talks with each other – I have been part of some of
these conversations – thrashing out ideas on how to reintroduce mass participation
events that still cater to the new requirement for social distancing.
The London Marathon, postponed from April to 4 October, is still no nearer an
answer if they will be holding the race through the streets of the city, and at this
point they are looking at holding an elite-only race. In a statement released on 20
May by London Marathon, the race has pretty much said that they do not know if
they will be going ahead with the mass event. No doubt there will then be some
form of virtual run for the masses, should they go the elite-only route. This is what
the Sanlam Cape Town Marathon has now also introduced, while the Comrades
Marathon has also announced a virtual race, with different distances on offer.
However, for people who take part in these mass events, it is all about that very
ephemeral feeling of rubbing shoulders, literally, with other runners, enjoying a
coffee or beer together after the event, and of course the euphoric endorphin rush
after the event. These athletes want to hear the roar at the finish line, and they want
to hug and shake the hand of that fellow runner that dragged them across the finish
line. Nothing beats that feeling of emotion when you cross the finish line, drenched
in sweat, and exhausted, yet exhilarated.
London
Marathon
Berlin Marathon
Brave Move to Make
So, with Northern Hemisphere events still not able to give any indication as to
when mass events will be open again, and South Africa moving towards the
depths of winter, which is when we can likely expect a massive rise in COVID-19
infections, it was a very brave move by Sanlam to recommit to its support of the
Sanlam Cape Town Marathon… because we simply do not know just how the race
will unfold this year.
Mass participation events are dependent upon Government as to when these will
be taking place, and Government will also determine the maximum allowable size
of mass gatherings. So to all intents and purpose, and without meaning to sound
like a prophet of doom, Sanlam is taking a big risk that this year’s Cape Town
Marathon will happen, because we may only see bigger gatherings and get back to
the numbers we are used to in 2021.
The gesture by Sanlam to stay the course for the next three years is laudable,
as it shows that the Investment company sees a bright future, for the event and
the sport, and is willing to invest in this future. Sanlam is hedging its bet that its
investment will pay dividends in the confidence of runners, and the economy at
large, that the current situation is not all doom and gloom, and there will be a new
dawn. Sanlam is clearly investing in this new dawn, and this will hopefully pave the
way for other sponsors to follow suit and give confidence back to an industry that
overnight has been brought to its knees.
It also speaks volumes of Sanlam’s outlook and confidence, as there is no doubt
that the economy is going to take a massive knock from this lockdown, and all
sectors of industry will be looking at cashflow and capital challenges. But it is
precisely this kind of leadership, faith and bravery that will be required by sponsors
if mass events are to make a comeback.
ABOUT THE AUTHOR: Manfred Seidler is a freelance sport journalist who has
been in the industry since 1994, in both print media and broadcasting, covering
four Olympic Games for SABC Radio, and producing various athletics shows
for the SABC. Follow him on Twitter: @sportmansa; Facebook: Sport Man SA;
Instagram: sportman_sa.
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