Neville Matjie, CEO of Brand South Africa, outlined plans to promote the national brand on the global stage during the 2026 Mining Indaba.

This initiative seeks to attract foreign investment and increase tourism by leveraging a positive national narrative. By "unpausing" the South African story, the organization aims to shift international perceptions and highlight the country's strengths to global stakeholders.

Speaking at the Cape Town International Convention Centre, Matjie said the role of athletic achievement is key in shaping national identity. He said that sporting success provides a tangible way to showcase excellence and resilience to the world.

Matjie referenced several key milestones in South African sports. He cited the success of Bafana Bafana, who won the country's first CAF Africa Cup of Nations in 1996 [1]. He also highlighted the Springboks, who secured their fourth Rugby World Cup title in 2023 [2].

Women's sports have also played a significant role in this branding effort. Matjie pointed to Banyana Banyana, who became the Women’s Africa Cup of Nations champions in 2022 [3]. He further noted the achievements of the Proteas Women, who reached the Women's T20 World Cup finals in both 2023 and 2024 [4].

Among these achievements, Matjie highlighted a historic 2024 victory by the Proteas Women over Australia in Canberra [5]. These victories serve as pillars for a broader strategy to present South Africa as a competitive, and dynamic nation.

The CEO said that these successes are more than just athletic wins; they are tools for economic diplomacy. By aligning the national brand with these triumphs, the agency intends to create an environment more conducive to trade and tourism.

“The organization aims to shift international perceptions and highlight the country's strengths to global stakeholders.”

The strategy suggests that South Africa is pivoting toward 'soft power' diplomacy, using cultural and athletic prestige to offset economic or political volatility. By anchoring the national brand to undisputed sporting successes, the government seeks to build a reliable image of stability and excellence to lure cautious international investors.