Reflecting on a remarkable season by far, Athletics SA (ASA) president Aleck Skhosana believes this is the best time to grow the federation. For many years, ASA has been shunned by the corporate world.
"We can sell ASA now," maintained Skhosana, who used the success of athletes at international competitions in the just-concluded season to argue his case.
"There is a lot happening behind the scenes in terms of attempts to draw potential sponsorship, but I can't reveal the details as talks are ongoing."
Apart from the record medal haul - boosted by double medallists Wayde van Niekerk and Caster Semenya - at the recent IAAF World Championships, SA senior track and field stars smashed 10 national records, with seven finishing among the top 10 in the world rankings in their disciplines.
There were also unique milestones that saw Van Niekerk, Clarence Munyai (300m) and Semenya (600m) record three world-best times in rarely-run events.
Semenya and jumper Luvo Manyonga added the Diamond League trophies to the mix.
Skhosana again defended ASA's stringent qualifying criteria and selection policy that shrouded the federation in controversy on the eve of the London World Championships.
"Surprisingly, the amount of negativity generated did not equal the amount of positivity that Team SA generated [in London]," he said.
ASA has already started the process of engaging its members to comment on, among other aspects, the criteria for next year's events. ASA this week announced preparation squads for the IAAF World Half-Marathon Championships in Spain in March.
Looking ahead to the new season, Skhosana said they have already engaged SA Sports Confederation and Olympic Committee to kick-start the preparations for the Commonwealth Games at the Gold Coast in Australia in April.