As some marketing experts say athletics is the jewel in the crown of the Olympics.

This is not to say that other sports codes are not important but athletics is special in terms of its universal popular appeal as well as television marketing.

For Southern Africa, athletics has also got a unique significance in that it is a code that has produced world champions, and Commonwealth and Olympic medalists.

The road to international prominence and recognition has not been a smooth one. There have been ups and downs, detours as well as diversions.

The unfulfilled potential of hugely talented athletes in the region has largely been due to, amongst other factors, injuries, inadequate coaching and sports science support and expertise, as well as lack of funds for exposure in international competition.

This is something that needs better planning and strategic management to avoid the pitfalls of the past.

As for the on-going Olympic Games in London, one can only reminisce with pride about Frankie Fredericks (Namibia), Maria Mutola (Mozambique) and Samuel Matete (Zambia).

It was indeed a real marvel to watch when Josiah Thugwane ran away with the marathon gold medal at Atlanta ’96.

Amantle Montsho of Botswana did very well to get to the finals of her event at the Beijing 2008 Games and although she came last in the 400m event, this was a major achievement for her, for Botswana and Africa.

She was the only African representative in that event.

The fact that she is now world and Commonwealth Champion shows that she has indeed learnt a lot; and much is expected from her in London.

Despite these modest achievements, Southern Africa must not be fixated on high performance or elite athletes to the detriment of development at grassroots level.

With  a great deal of hindsight, which is normal for any person or organisation, there are a lot of  projects and programmes which athletics authorities in the region can implement to unearth more talent.

The level of club development throughout the Southern Africa is not where it should be.

The athletics authorities have not gone all out to foster the emergence and development of athletics clubs throughout Southern Africa.

There are just too few athletics clubs to effectively develop the sport.

There has been, over the years, an over-reliance on schools and the Confederation of Southern African Schools Sports Association (COSASSA) which has jurisdiction over sport in secondary schools in the region, to identify and develop talent.

Furthermore, the marketing of athletics has been skewed in favour of competitions and not the actual development of the sport code.

Yes, local competitions are important but there is also need for greater focus and investment in the development of clubs, coaches and officials.

There is no doubt that there is an abundance of raw athletic talent in Southern Africa.

This talent can only be properly harnessed and showcased to the world through well-structured development programmes and competitions.

This is quite possible through strategic partnerships with sponsors and other stakeholders.

With regard to athlete career and welfare management, it is evident that authorities have been slightly left behind by the emergence of Amantle Montsho and others as world class athletes.

As much as the development process has to be well-managed, the resultant success also needs to be taken care of, lest athletes find themselves bound in exploitative contracts overseas.

Due to lack of due diligence in assisting with the management of careers, successful young Batswana athletes may find themselves surrounded by agents and managers who, like parasites, feed off them.

These agents and managers do not effectively assist them in managing their wealth to prepare for post-competition life.

They are only concerned about making quick money and sucking as much “juice” as possible from the athletes whilst they are still competitive.

Athletics authorities should always gather more information about various business and contractual arrangements in which successful athletes find themselves.

In addition, Southern Africa has some brilliant legal minds who can always be called upon to examine some of these contractual arrangements to determine if they benefit the youngsters in the short, medium and long-term.

As the first point of reference, athletics authorities should have a vested interest in the management of careers of word class athletes.

Mother bodies in various countries should also provide mentorship for management of the business interests of our athletes.

Event organisers, sports apparel manufacturers and/or retailers need to pay world market rates in terms of incentives and bonuses for athletes who excel and promote their brands in international competition.

Without reliable information in these matters, athletics authorities will not be able to advise the athletes whether they are being short-changed or not.

I am sure a lot of sport enthusiasts would agree with me that Southern Africa is sitting on top of a diamond mine of athletics talent.

Athletics is now a very lucrative career as amply evidenced by Kenyan and Ethiopian athletes who have now become not only household names but also millionaires using their God-given.

Even the Caribbean islands have become renowned worldwide for their prowess and achievements in track and field; the most prominent currently being men’s 100m world record-holder, Usain Bolt of Jamaica, whose sponsorship and product endorsement contracts make him one of the biggest earners in sport.

Indeed, athletics is not just the jewel in the crown of the Olympic Games but in the Supreme Council for Sport in Africa (SCSA) Zone VI as well.

Authorities must work hard to continue leading by example and ensure that they retain this status through unearthing and polishing more diamonds for exposure on the athletics world stage.

The SCSA Zone VI and the Confederation of Southern African National Olympic Committees (COSANOC) must, of necessity, accelerate the development and empowerment of athletics throughout the region.

As Frantz Fanon wrote in his book, “The Wretched of the Earth”, “Every generation has a mission to fulfil or betray.”

The mission of the current and future leadership in Southern African athletics is to transform the sport and produce many more stars to take over the baton from the past and current generation.

This transformation which sport lovers in Southern Africa anticipate is indeed attainable, step by step, child by child, and athlete by athlete.

Athletics authorities should not betray this mission, especially considering the peace, stability and relative economic prosperity in SADC, compared not only to the other parts of Africa, but the rest of the developing world.

Everything that is needed is right here in Southern Africa; all we need are strong and vibrant athletics authorities to ensure that the necessary development programmes and projects are effectively implemented.

Greatness is beckoning for Southern African athletics but as the old adage goes, “Time and tide wait for no man.”

The time to roll up our sleeves and get into the job at hand is now!