Sponsorship is the backbone of many industries and the same can be said of women’s sport. In a sector that is known to be underfunded, sponsors have put their money where their mouth is and come to the fore in recent years to improve women in sport and women’s sport to be its best in many ways.
We have seen the steady advancement of sponsorship on a local and international level when and this is something that can only well bode for the future of female sport.
One of South Africa’s leading lights in commercial sponsorship of women’s sport is gsport Awards naming rights sponsor, Momentum, which saw value as early as 2012 when they partnered Cricket South Africa to enable the first-ever professional contracts for women cricket players.
Momentum has remained a faithful commercial partner to Cricket South Africa and the Proteas women for more than a decade since then, and the few players remaining in the team since those early days is testament to the life-changing possibilities the sponsor’s investements allowed.
In the last few years of that relationship, Momentum expanded their portfolio of SA women’s sport properties after signing on to become a key partner to the gsport Awards, a valuable relationship began as a ‘One Night’ highlight in 2019 to the point that Momentum and gsport will celebrate a remarkable six years of supporting women in sport at this year’s Awards in September.
These types of decisions take strong leadership to set this type of sponsorship in motion, and another leading SA company in the women’s sport space is gsport Awards and Newroom partner, Telkom.
The national telecoms giant has taken Netball to new heights in South Africa with the Telkom Netball League, the Telkom Netball Championship and their #StandTallCampaign, and their support was the backbone Africa’s first-ever hosting of a Netball World Cup, in the multiple-award-winning tournament in Cape Town last year.
“We aimed to shine a light on netball’s transformative power by drawing more people towards the sport, and we achieved this in many ways,” said Braam Wessels, Telkom Head Sponsorship in a previous interview with gsport, “Such as through netball clinics, amplifying the Telkom Netball League, the Telkom Netball Championship as well as hosting staff activations.”
Hollywoodbets is another sponsor who has been integral in growing women’s soccer. The HWB Super League has grown into one of the premier women’s football leagues in South Africa, where the top players in the countries are playing their trade.
Their efforts didn’t go unnoticed, as they were Nielsen Sports South Africa Sponsor of the Year winners at the 2022 Momentum gsport Awards.
Speaking to gsport’s Lonwabo Nkohla, Hollywoodbets Football Sponsorship Coordinator, Indira Albuquerque highlighted how they would like to make an impact in the women’s football sphere.
“By strategically placing/starting support groups for each of the regions can bring a call to action to the communities to support. The more support it gets, the more attractive it becomes to sponsors.”
Hollywoodbets Football Sponsorship Coordinator, Indira Albuquerque
“We also must ensure we are empowering the team personnel as well as league officials to ensure that it’s continuously kept as being run as well as possible,” said Albuquerque.
Now one cannot mention women’s sport without speaking about what Sasol has been doing over the years. They have given Banyana Banyana the support they needed to become the international success that they are today. Sasol was named Nielsen Sports South Africa Sponsor of the Year at the 2023 gsport Awards.
Charlotte Mokoena, Executive Vice President: HR and Stakeholder Relations at Sasol, said on sasolinsport.co.za after the win:
“We are happy to have been recognised at this prestigious sports awards ceremony. Sasol was recognised for our pioneering support of the national women’s football team, Banyana Banyana, for immersing ourselves in backing this incredible team and setting an exceptional example for other brands to follow.”
“For almost 15 years now, Sasol has proudly stood by Banyana Banyana as the team’s first and sole corporate sponsor, but our involvement in women’s sports goes beyond just sponsorship. It’s about women’s empowerment, inspiration, and promoting gender equality in sports. It’s about celebrating the indomitable spirit and talent of these remarkable young women.”
“We are grateful to Momentum, gsport and the public who voted for Sasol, and appreciate our partnership with the South African Football Association (SAFA) that has allowed Sasol to forge an amazing journey with Banyana Banyana.
Sasol Executive Vice President: HR and Stakeholder Relations, Charlotte Mokoena
“We hope to enable a better world for all athletes touched by our efforts to develop women’s football. Our passion for this cause is unwavering, and we are determined to inspire a future where women shine in all spheres,” said Mokoena.
gsport has been highlighting the plight of women in sport who require funds, whether it be for their travel to events or to improve the facilities of their respective clubs or venues.
One such person is Aniya Holder. The Speed Climber put out a call to South Africans to help make her make her Olympic dream a reality. Holder has proudly shared with gsport that she will be representing South Africa in Paris thanks to the financial support she has received from the public as well as the private sector.
“Without Everest Wealth and their generous sponsorship towards my journey to Paris, going to compete in the Paris Olympics would be extremely hard. Next to impossible. It costs a lot to travel, and without their support, I don’t know how I would make it. I’m so grateful to them and to everyone else who donated funds to help me get there. I couldn’t have done it without all the help,” an excited Holder told gsport.
Main Photo Caption: Sponsorship is the backbone of many industries and the same can be said for Women’s sport. In a sector that is known to be underfunded, sponsors have put their money where their mouth is and come to the fore in recent years to help improve and get women in sport and women’s sport to be its best in many ways. Photo: Austin Malema / Momentum
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