In South Africa, the struggle for funding in hockey teams has been well publicized over the years. Sadly, little has changed even with the consistent growth of the sport. However, immense credit must be given to the players and coaches who always push through by funding themselves and through donations.
An incredible story unfolded right before our eyes as the South African Hockey5s Women needed funding assistance to participate in the FIH Hockey5s World Cup in Muscat, Oman in January 2024. South Africans rallied behind this team and made donations to turn this dream into a reality. Coach Tsoanelo Pholo, her players, and Rebecca Eliot from ProTouch Africa worked tirelessly.
Coach Pholo recalls the early days of securing funds: “It was not an easy journey but one I had to undertake. The players were asked to come up with unbelievable amounts of money, which most could not afford. I started by calling all the people I knew who worked for corporate companies and asked to speak to their sponsorship representatives. That was not fruitful as most companies already have relationships with initiatives they financially support.
“The players started posting pleas for financial support on their social media pages, and that’s how I met Rebecca Eliot…”
Eliot, feeling the need to assist in this important cause, details what inspired her to get involved: “ProTouch Africa is passionate about enabling athletes from Africa. We operate a number of fan engagement platforms for sports clubs, brands, and federations to unleash alternative revenues beyond traditional sponsorship and donations. When we saw Coach Pholo’s appeal for crowdfunded donations to get her team to Oman, we reached out immediately.”
The combination of Pholo, Eliot, and her players illustrates the undying spirit of everyone involved, the determination of South Africans. “My players are incredible humans who trusted the process and believed we would get the required amount. The difficult part is trying to prepare a team for a World Cup, but our focus is mainly on raising money to get there,” says the former hockey player, now coach.
The South African Hockey5s Women knew they had at least emulated the best-ever South African achievement at an FIH World Cup by qualifying for the top 4. They aimed to make history as they challenged the Polish for the Bronze medal.
However, the Europeans finished third, snatching the bronze away from the determined South Africans.
As we approach the 2024 Paris Olympics, one hopes that athletes, especially those representing South Africa, will have one concern on their minds: performance, not funding.
Coach Pholo echoes this sentiment: “Corporate South Africa and sport governance need to find a happy medium. If we, as teams representing the country, are to do our jobs well, all the support is needed and will always be greatly appreciated.”
Eliot also hopes that more companies can sponsor our national treasures representing us on the global scene:
“The toughest challenge our athletes face is funding, particularly in Africa. Crowdfunding is only part of the solution. The only way to solve this challenge is to build a sustainable model that engages and ignites a fan base (including brands, organizations, and investors) to invest in talent on the continent. Not just to win more medals or step onto the podiums of the world’s biggest sporting events but also to champion a more positive future for humanity.”
ProTouch Africa’s Rebecca Eliot
As a society, perhaps we also need to find other viable solutions besides awaiting government funding. One such initiative is from ProTouch Africa.
“Our Podium Pursuit Collective is building the World’s first fan-owned athlete impact fund driven by our fan app—a digital clubhouse where athletes, fans, brands, and investors can connect and make a difference as part of a community with a common goal.
Beyond athletic prowess, athletes have the power to be catalysts for positive change, influencing attitudes, breaking down barriers, and creating a more inclusive and compassionate society. Athletes transcend the boundaries of the playing field.”
The 2004 Olympian, who participated in the Olympics in Athens, says motivating and ensuring that her team was not disheartened by circumstances was incredibly hard.
“It was and remains the toughest thing I’ve had to do in my coaching career.”
She pays tribute to all those who made contributions for the Oman dream a reality: “Every single personal contribution made out of pocket and the following companies: Heubach, Discovery, Exterme BI, Pro Touch Africa,” said Pholo.
“The knowledge that people are willing to go into their pockets to help us on our journey to representing the country is a great reminder of who we are doing this for. It has always been emotional when I received a call about donations; from the smallest contribution to the largest amount.”
As we cross our fingers and hope to see breaking news: “Hockey5s now officially an Olympic Sport.” Nonetheless, more tournaments are still coming, and support for the team is still welcomed.
“Any and every cent donated will continue to go towards the Hockey5s program; It takes money to train and prepare. Your contribution goes a long way in facilitating adequate preparation for the next test match, trip, and competition,” adds Pholo.
With the Paris Games coming up soon, Team SA Hockey will be represented by the team currently at the 13th African Games. As Paris looms, more is still needed to cover costs.
Eliot elaborates: “The SA National Men’s and Women’s Hockey Teams have qualified for Paris. They are both in need of funding to do more international preparation games and training camps and seeking additional funding.
Click here to visit Pro Touch Africa’s Campaign for SA Women’s National Team
“For brands and corporates wishing to get behind our national teams please reach out to me on [email protected] as we have a number of value added opportunities including matching of contribution in television air time to offer.”
Photo Caption: An encouraging success story of international sports event funding was made possible when SA Hockey5s coach Tsoanelo Pholo hooked up with Pro Touch Africa’s Rebecca Eliot for the FIH World Cup in Muscat, Oman. Photo: Supplied
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