Lovemore Dube
THE National Athletics Association of Zimbabwe has rebranded and the organisation’s boss Tendai Tagara believes it is a game-changing strategy.
He says that should propel athletics into an era of excellence.
On Friday the association unveiled its new logo at a Bulawayo hotel which was crafted by marketing specialists 5Brands Consulting Group.
The new logo has a ring in which there is the Zimbabwe flag and an athlete running into the future, while the old one was the abbreviation of the national association, the Zimbabwe bird and two fading athletes in motion.
Speaking at the occasion, Tagara said the country has over the years celebrated great athletes like Ngonidzashe Makusha, a medallist in the World Championships and Samukeliso Moyo who starred at the Commonwealth Games and several others.
He said as a forward looking institution they would not dwell much on the past but would focus on the future.
“We are here to create the next generation of champions and take Zimbabwe athletics to heights never seen before,” said Tagara.
Naaz
Tagara said there were three strategic pathways that were on the horizon toward placing athletics in a better position.
These are:
n Building a competitive athletics ecosystem. The days of casual participation are over. Building a structured high-performance system with clear pathways from junior development to elite competition.
n Investment in technical capacity. No great athlete rises without technical excellence. National coaching framework will see the best coaching talent deployed at grassroots, provincial and national levels. From biomechanical analysis to mental conditioning, will see incorporating science and technology into an athlete development.
n Strategic Roadmap to the 2028 Olympics. The journey starts today. The Naaz Junior Championships will identify Zimbabwe’s best young athletes.
These will be expected to participate in the Region 5 Games in Namibia (July 2025), Africa Junior Championships in Algeria (July 2025), Maputo 2026 Junior Championships and ultimately the 2028 Los Angeles Olympics.
Tagara said their aim was to bring the world to Zimbabwe by playing host to a top-notch event. “Hosting regional and international championships in our backyard is key to giving our athletes the experience of competing against the best, while boosting our economy through sports tourism.
“Corporate Partnership and Sponsorships — Excellence requires investment. Today, we launch an aggressive sponsorship drive under the theme ‘Passion, Progress, Pride’ to invite corporates to be part of this national dream. We are not just asking for sponsorships; we are offering brands a stake in the future of Zimbabwean sport,” said Tagara.
He emphasised the importance of technical excellence being the backbone of success.
“Ladies and gentlemen, talent alone is not enough. The difference between making the podium and missing out by milliseconds is technical preparation. That is why as Naaz, we are rolling out cutting edge interventions to ensure that every athlete competes at the highest level,” said Tagara.
He said they had improved electronic timing systems to ensure fair and precise event results that meet global standards.
“Naaz has been active in the training of coaches and technical officials and is engaged as well in athlete data and performance analysis and tracking and improving every runner’s split time, endurance and technique,” he said.
Tagara praised 5Brands Consulting Group for coming on board. He said when they came on board they said they had to craft and design the identity of Zimbabwean athletics and position it for the world stage.
He added that 5Brands will lead in commercialising Zimbabwean athletics to ensure it is not just sustainable but profitable. They will take charge of marketing and help in the development of champions as the focus has changed to Zimbabwe athletics being a business, a brand and a powerhouse in the making.
Tagara said the new logo represented more than just a visual change, but embodies their dedication to revitalising athletics in Zimbabwe. This rebranding he said is a testament to their commitment to progress, excellence and the unification of their athletics community.
Ruth Ncube, the managing director of 5Brands Consulting Group said they are happy with the partnership with Naaz.
“5Brands Consulting G roup is honoured to lead this repositioning and rebranding process, ensuring that our new logo reflects the progress, ambition and vision of Zimbabwean athletics. This change comes at a crucial time as Zimbabwe is set to host several major national, regional and international athletics competitions in the coming years. Our refreshed brand identity is not just about aesthetics, it’s a strategic move to position Zimbabwe as a strong and globally recognised force in athletics,” Ncube said.
Njabulo Ncube the co-ordinator of the Zimbabwe National Editors’ Forum praised the partnership and said that marked the dawn of a new era.
