Just days before the opening match of the 2026 FIFA World Cup, Jamaica once again descended into a familiar frenzy. Everyone had chosen a team and was ready to represent it with unmatched passion. Much like the umbrella vendors appearing at the first sign of rain, flag vendors emerge almost overnight, selling the colours of every nation that has qualified for football’s greatest spectacle.

Storefronts were draped with national jerseys, workplaces hosted ‘Jersey Fridays’, and buses, trucks, cars, homes, shops, and street corners became canvases for World Cup pride. It is one of those rare periods when the nation seems united in friendly rivalry, as the countdown to the final dominated conversations. Every meeting began with the latest scores, and almost everyone you encountered asked, “Which side yuh a bring?”

For many Jamaicans, however, the answer remained the same: Jamaica.

It may seem like an unexpected response, given that the Reggae Boyz were not among the competing nations, but it reflected a deeper longing. Had Jamaica qualified, the excitement would undoubtedly have reached another level. Nevertheless, the dream lives on, and so does our love for the game.

As the tournament has ended and the foreign flags are carefully folded away, one can only hope they are replaced by the Jamaican standard. The transition could not come at a better time, as the nation stands on the threshold of Emancipation and Independence celebrations.

Jamaica Cultural Development Commission (JCDC) Festival Song Competition, Festival Queen competition, Gospel Song competition, and the many cultural events that define the season are already in full swing. Across the island, preparations are intensifying as Jamaica readies itself to commemorate 64 years of political independence while honouring the enduring legacy of Emancipation. Imagine if the same enthusiasm displayed during the World Cup was directed toward celebrating our own nation.

Picture every car, motorcycle, bus, truck, home, business, and town centre proudly displaying the black, green, and gold. Imagine communities transformed by Jamaican colours and symbols of national pride. It would be a powerful reminder that, while we celebrate the achievements of other nations on the world stage, we also have every reason to celebrate our own.

Too often we underestimate who we are, where we have come from, and the remarkable potential that lies ahead. Independence is more than a public holiday, it is an opportunity to reaffirm our identity, celebrate our resilience, and recommit ourselves to building an even stronger Jamaica.

This is also the time of year when government ministries, public bodies, and corporate organisations unveil their Independence and Emancipation advertising campaigns. While these expressions of patriotism are welcomed, they also present an opportunity to remind everyone of the proper protocol surrounding the use of the national flag.

Some of the protocols as it related to this national symbol, according to the Jamaica Information Service (JIS), include that, “The flag is to be regarded as the sacred emblem of the nation, to be paid due reverence and devotion by all its citizens. It should never be allowed to touch the ground or floor and, more significantly, the flag should never have placed on it any mark, insignia, letter, word, number, figure, or drawing of any kind.”

It is a timely reminder that the national flag is not merely a graphic element for advertising or decoration. It is a symbol of our history, sacrifice, unity, and sovereignty. As organisations prepare their promotional materials, every effort should be made to preserve the dignity and integrity of this cherished national symbol.

So, as the World Cup excitement fades and Jamaica’s season of celebration begins, let us raise our own flag with the same pride and passion. Let us wear the black, green, and gold with confidence, participate fully in the many cultural activities across the island, and celebrate what it truly means to be Jamaican.

And as we honour Jamaica 64, let us also begin building the excitement for an even more spectacular milestone, Jamaica 65 in 2027.

Stephen Davidson is a marketing, PR, and communication specialist and a digital marketing trainer. Send comments to the Jamaica Observer or swmdavidson@gmail.com.