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KovsieCricket honoured at Mangaung Cricket Association AGM: ‘Accolades are the result of unwavering dedication’

05 June 2025 | Story Vuyelwa Mbebe and Aimee Barlow | Photo Supplied

The University of the Free State’s (UFS) KovsieCricket club was honoured with two of the most significant awards at the recent Mangaung Cricket Association Annual General Meeting (MCA AGM).

First, KovsieCricket was crowned MCA Premier League Champions, marking a remarkable twelfth consecutive title in the region’s top league. Later, the club was named the Best Run Cricket Club in the Free State, a recognition that goes beyond match victories.

The MCA AGM, which reflects on the regional cricketing year, this year included key updates from MCA Chairperson Donavin George, a review of the season’s performance, and the election of the executive committee for the new term. The AGM also celebrates excellence, dedication, and growth within the sport during the preceding year.

Rocky le Roux, Head of Cricket at the UFS, reflected on the evening’s achievements by attributing them to the unified effort of everyone involved in the club. “These accolades are the result of unwavering dedication from our players, coaches, management, and support staff,” he said. “Our student-athletes lay the foundation with their performances, but none of this would be possible without the people working tirelessly behind the scenes. Teamwork, long-term planning, and a shared vision have allowed us to achieve this consistency.”

The Best Run Cricket Club award serves as a powerful validation of the systems and values in place at KovsieCricket, Le Roux said, adding that awards of these types are not only a source of pride but are instrumental in attracting top talent from around the country. “They show young cricketers that KovsieCricket is a place where they can grow, compete, and thrive – not just on the field, but as professionals and leaders.”

With regional dominance firmly established, KovsieCricket’s sights are now set on national excellence. Le Roux believes that becoming the best cricket club in South Africa is a realistic goal, but one that will require strategic growth in several key areas. He emphasised the need for permanent, experienced coaches to guide development, an even stronger recruitment network, facilities that meet national standards, and a culture of belonging that inspires players to invest fully in the club. He also stressed that consistent exposure to higher levels of competition and a focus on mental resilience will be critical in the journey ahead.

As KovsieCricket celebrates these milestones, Le Roux extended heartfelt gratitude to those who make the journey possible. He acknowledged Jerry Laka, Director of KovsieSport at the UFS, the KovsieSport team for their unwavering support, the players and coaches for their commitment to excellence, and Francis Marais, Supervisor of the sports grounds and grounds staff, for consistently preparing top-quality pitches. He also thanked the Mangaung Cricket Association for their continued efforts in running competitive leagues and providing the resources that help the game thrive in the Free State.

With another successful season behind it, KovsieCricket looks to the future with confidence and ambition. Trophies alone do not define the legacy they are building – rather, their culture of excellence, community, and purpose sets the standard for university cricket in South Africa and beyond.

News Archive

Code-switching, tokenism and consumerism in print advertising

2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

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