Nontokozo Madonsela Urges Corporates to Invest in Women’s Sport

by | Sep 20, 2020

Momentum Metropolitan Holdings’ Group Chief Marketing Officer, Nontokozo Madonsela, has urged other corporates and brands to follow in their footsteps of investing in women’s sport. Momentum earlier this week announced their commitment to the Momentum Proteas until 2023, a significant boost for the squad which is working towards the 2022 ICC Women’s World Cup. 

Speaking at the recent Momentum gsport Awards, Madonsela said: “When our partnership with the Proteas Women began in 2013 there were no contracted players,” she said. “From there, it shifted to six contracted players and then a fully contracted squad who are on the verge of contesting for the Women’s World Cup.

“Momentum’s sponsorship was a major contributor to helping the team raise its ranking from amateur status to a top contender in the world.” – Momentum Metropolitan Holdings Group Chief Marketing Officer, Nontokozo Madonsela

“This means that because of our sponsorship, 14 players women have become professional players which has made it possible for our cricketers to excel on the global field.”

As part of an Executive Team of the fourth largest Insurance Company in South Africa, Madonsela has channeled her influence and passion towards social upliftment and women empowerment; causes which are very close to her heart. 

“Support for the Momentum Proteas falls in line with Momentum’s ever-growing support of women in South Africa, demonstrated by our current #SheOwnsHerSuccess campaign; This which is all about shattering the barriers to success and taking action to make a notable change.”

“Initiatives like gsport give us the amazing opportunity to challenge the current status quo of representation of women in sport and to celebrate and recognise everyone. The journey to success requires one to invest in partnerships as no one is as strong as everyone,” Madonsela noted. 

With over 20 years’ experience in the marketing industry, she has an expert understanding of the ebb and flow of the sports marketing and sponsorship industry. She believes brands will slowly but eventually open up to the benefits of investing in women’s sport as the men’s sport sponsorship landscape becomes cluttered.

“Mark my words, sponsoring of women’s sport is going to keep rising,” she said passionately. “It is going to become even more relevant for South African brands as the men’s sport sponsorship landscape has become extremely cluttered. You don’t want to be kicking yourself in five years’ time because you missed the boat.

“I am challenging the media and other brands to take the leap to invest in and sponsor these amazing professional sportswomen!” – Nontokozo Madonsela standing up for women’s sport

“One thing that rings true is that transformation grows when the publicity grows. That is why sports coverage is hugely powerful in shaping norms and stereotypes about gender. Media has the ability to challenge these norms, promoting a balanced coverage of men’s and women’s sports and a fair portrayal of sportspeople – irrespective of gender.

“Currently, only 0.5% of the total commercial investment in sport goes into women’s sport, while men’s sport received 61.1% and mixed sport received 38.4%. Last year, female athletes got 4% of the worldwide sports media coverage. That means men’s sport got 96% of the share, let’s think about that for a second…”

The Proteas Women are the perfect example of the impact when commercial investments and resources are channeled towards women’s sport. The squad, led by Dane van Niekerk, had an impressive 2019/2020 season on the field before the global pandemic hit.

They claimed an emphatic 3-0 ODI series win against New Zealand and valiantly lost to eventual winners Australia in the semi-final of the ICC Women’s T20 World Cup. The squad’s upward trend of winning performances against the big four of Australia, England, India and New Zealand is a positive sign ahead of the postponed ICC Women’s World Cup which is scheduled for 2022.

The financial reprieve in the form of contracts allowed the players to operate in a fully professional team environment and were given the peace of mind of focusing only on their performances on the field

“The achievements of our national women’s team are a shining example of success despite all odds,” Madonsela said enthusiastically.

While Momentum’s contribution is exemplary and valuable, it is a drop in a very big ocean of opportunities which remain closed off to women in sport and the disparities which plague women’s sport. More needs to be done.

“Although there have been positive shifts in global and local trends towards sponsoring professional sportswomen and teams, there is still a long way to go. The commercial disparity between male and female sports is still enormous despite the fact that in many cases female athletes exhibit more prowess. It takes a village to drive change and we have the power to shift the momentum in our favour, we have to all work together,” Madonsela concluded. 


Photo 1 caption: Momentum Metropolitan Holdings Group Chief Marketing Officer, Nontokozo Madonsela, standing up for women’s sport. Photo: Momentum

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