Chido Chizondo Challenges Gender Inequality in Sports Sponsorship

CSR/PR Executive at FC Platinum Holdings, Chido Chizondo, believes that brands are missing out on reaching out to new and valuable audiences by shying away from sponsoring in the women’s sport space. Photo: Supplied

CSR/PR Executive at FC Platinum Holdings, Chido Chizondo, believes that brands are missing out on reaching out to new and valuable audiences by shying away from sponsoring in the women’s sport space.

Based in Zvishavane, Zimbabwe, FC Platinum Holdings’ mandate is to support sporting activities in Midlands.

In 2013, Chizondo made history when she became the first woman appointed as the PR and Media Officer by a Zimbabwean Premier Soccer League club.

She later joined FC Platinum Holdings as the Corporate Social Responsibility and Public Relations Executive in 2016.

The company are current sponsors of the Platinum Queens Netball team that were recently crowned champions of the inaugural Zimbabwe Premier Netball League.

Since the formation of the club, FC Platinum Holdings has tapped into a new audience, and this has changed the brand perception of the company.

Chizondo told gsport that at FC Platinum Holdings they believe sponsoring women’s sport demonstrates investment equality.

“Sponsoring women’s sport involves much more than financial investment in players because it demonstrates investment equality and meaningful change within the sporting arena.

“We might be sponsoring one women’s team now, but progress is being made towards increasing the value of women’s sport year on year. We aim to stop the inequalities that appear to exist in sports,” she added.

Chizondo hopes that in the coming years the number of sponsorships for women athletes will escalate and reach a point where sport sponsorship is free of any gender discrimination.

 

Photo 1 Caption: CSR/PR Executive at FC Platinum Holdings, Chido Chizondo, believes that brands are missing out on reaching out to new and valuable audiences by shying away from sponsoring in the women’s sport space. Photo: Supplied

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