South Africa, Nov. 11 -- I've been reflecting on the Sanlam Cape Town Marathon - not as a spectator, but with my PR hat on.

Few moments test the bond between brand and audience like a public disappointment. When a title sponsor's name is on the finish line, the disappointment runs straight to their logo.

The 2025 Sanlam Cape Town Marathon was cancelled at the 11th hour due to dangerous winds. The first communication from organisers was a statement about the no-refund policy, while Sanlam, the title sponsor, stayed silent before later offering free entries for 2025 and 2026.

It was a well-intentioned gesture, but one that arrived too late to match the athlete emotions. The event's failure wasn't just logistical - it exposed how sponsors...