Didintle Tlhekwe: Breaking Barriers as a Female Media Officer in Football

Didintle Tlhekwe is breaking barriers in a male-dominated industry as a Media Officer at Uppington City Football Club. Her journey to this role combines education, practical experience, and valuable networking. 

Didintle’s deep passion for sports and media provides a unique perspective. She’s dedicated and resilient, tackling challenges with enthusiasm. Tlhekwe serves as an inspiration to aspiring women in sports media, proving that success knows no gender boundaries. Her journey embodies the blend of determination and talent that the industry needs.

In a conversation with Asanda Shozi, Didi discusses her journey as a woman in sports media, emphasising her education, practical experience and networking, as well as her unique role as a woman in a male-dominated industry.

Congratulations on your new role as Media Officer at Uppington City. Take us back to how it all started. What are some of the moves that culminated in your getting this amazing position?

Thank you! It’s been an exciting journey. My path to becoming a Media Officer at Uppington City Football Club involved a combination of education, experience, and networking. I am still currently studying Journalism studies , which provides me with a solid foundation in the field. 

I also gained practical experience at JDR Stars Football Club where I honed my skills in media relations and content creation. Networking played a crucial role as well, as I connected with professionals in the industry who mentored and supported me along the way.

What pulled you towards the field of sports?

Sports has always been a significant part of my life. I grew up in a family that loves Football and developed a deep appreciation for the camaraderie, determination, and excitement that comes with it. 

Combining my passion for sports with my interest in media and communications felt like the perfect fit. I realised that working in the field of sports would allow me to combine my skills and interests to contribute to something I genuinely love.

How do you feel your presence and perspective as a female media officer contributes to the team’s overall dynamic?

My presence and perspective bring a valuable and diverse dynamic to the team. In a traditionally male-dominated industry, having a female voice can help provide a more balanced narrative and representation. 

I bring a different perspective and can offer insights that may not have been considered before. My presence can also inspire other women and girls who aspire to work in similar roles, showing them that they too can excel in the sports industry.

Can you describe some of the unique challenges and opportunities you’ve encountered while working in this role?

Working as a media officer comes with its own set of unique challenges and opportunities. One challenge is managing the high-pressure environment, especially during match-days, where quick thinking and adaptability are essential. 

It’s also crucial to stay up-to-date with the latest industry trends and technologies, as the media landscape is constantly evolving. 

However, these challenges also provide opportunities for growth and learning. Building relationships with players, coaching staff, and other team personnel is incredibly rewarding and allows me to tell their stories in a meaningful way.

In a traditionally and historically male-dominated industry, how have you navigated any gender-related obstacles and/or biases?

Navigating gender-related obstacles and biases in a male-dominated industry can be challenging, but I’ve found that confidence, perseverance, and professionalism are crucial. 

It’s important to focus on my skills, knowledge, and the value I bring to the team rather than getting caught up in gender stereotypes. Building strong professional relationships and earning respect through my work has helped break down any initial biases or preconceptions.

What aspects of your job do you find most fulfilling, and what keeps you motivated in this role?

I find the most fulfilling aspect of my job to be the ability to tell stories and connect with people. 

Whether it’s capturing the emotions of a winning moment or sharing the journey of a player overcoming challenges, being able to convey these narratives through various media platforms is incredibly rewarding.

The fast-paced nature of the sports industry and the constant drive for innovation and improvement keep me motivated. The ever-changing landscape of media and the opportunity to adapt and experiment with new storytelling techniques keeps me engaged and excited about my role.

How do you approach building positive relationships with players, coaching staff, and other team personnel?

Building positive relationships with players, coaching staff, and other team personnel is essential in my role. I approach these relationships with respect, open communication, and a genuine interest in their stories and experiences. 

I make an effort to attend team practices, games, and events, allowing me to interact with the individuals I work with. By being approachable, reliable, and supportive, I aim to foster trust and create an environment where they feel comfortable sharing their insights and stories.

Can you share some memorable moments or experiences from your time as a media officer with the teams you’ve worked with?

There have been countless memorable moments and experiences throughout my time as a media officer. Being able to capture the joy, tears, and celebration of the players and fans is incredibly fulfilling. 

Another memorable experience was interacting with players who had overcome significant obstacles on their journey to success. Their stories of resilience and determination were inspiring and rewarding.

How do you balance the demands of the job, such as match-day responsibilities, with your personal life and general self-care?

Balancing the demands of the job, such as match-day responsibilities, with personal life and self-care can be challenging. 

It involves setting boundaries, delegating tasks when necessary, and practicing effective time management techniques. I also make sure to carve out time for activities that recharge me, such as spending time with loved ones, and engaging in hobbies outside of work. Taking care of myself allows me to bring my best self to both my professional and personal life.

Are there any female media professionals in the football industry who inspire you?

There are many female media professionals in the football industry who inspire me. Some notable figures include Thandi Merafe, Melissa Reddy, and Jessica Motaung.

These women have paved the way for others in the industry and have demonstrated exceptional expertise, professionalism, and passion for their work. Their ability to navigate and excel in a male-dominated field serves as a constant source of inspiration for me.

What advice would you give to young women aspiring to pursue a career in sports media, especially in roles typically dominated by men?

To the young girl out there who is looking up to me: Know your worth, be convinced by it! Do not let setbacks dishearten you, they are not only normal but also important. Learn from them, allow you them to harden you. And lastly surround yourself with a solid support structure, the pie is big enough for all of us.

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Main Photo Caption: In a conversation with Asanda Shozi, Didintle ‘Didi’ Tlhekwe discusses her journey as a woman in sports media, emphasising her education, practical experience and networking, as well as her unique role as a woman in a male-dominated industry. Photo: Supplied

Photo 2 Caption: Tlhekwe’s deep passion for sports and media provides a unique perspective. She’s dedicated and resilient, tackling challenges with enthusiasm. Photo: Supplied

Photo 3 Caption: Didintle Tlhekwe serves as an inspiration to aspiring women in sports media, proving that success knows no gender boundaries. Her journey embodies the blend of determination and talent that the industry needs. Photo: Supplied

Photo 4 Caption: “Navigating gender-related obstacles and biases in a male-dominated industry can be challenging, but I’ve found that confidence, perseverance, and professionalism are crucial,” says Tlhekwe. Photo: Supplied