The start of a new year presents the perfect opportunity to revisit goals and set targets in all facets of life. Over the years women’s sport has seen significant growth, from fighting to be seen and recognised as athletes, to selling out stadiums in multiple sporting codes.
However, like most things, there’s plenty of room for improvement, and what better time than in January to start looking at ways we can better women’s sport, and unlock new opportunities for growth and success.
Prioritising the commercialisation of women’s sport is at the centre of a powerful ecosystem that can transform the landscape and ensure sustainable growth for all involved. Leagues, teams, and athletes can unlock new revenue streams, attract global audiences, and drive cultural change that enhances the perception of women in sport.
Despite growing viewership, increased participation, and heightened interest, women’s sports often operates in the shadow of their male counterparts, when it comes to commercial investment.


Sponsorship deals, broadcasting rights, merchandise sales, and fan engagement strategies for women’s sports have historically been underfunded and undervalued.
This reality presents a massive opportunity. With all the work that’s been done thus far, the mission continues in 2025, another year that has major sporting events on the sport calendar. From the Women’s Rugby World Cup, ODI Cricket World Cup to the TotalEnergies CAF Women’s Africa Cup of Nations, this year is the time to press harder for all things greater for women’s sport.
Secretary of Tshwane Netball and convenor of Sponsorship and Marketing Tshwane Netball, Clarissa Strachan says maintaining and sustaining the momentum of the progress made thus far is of utmost importance.
“It is important that key role players take hands and that brands acknowledge and elevate the important role which they play in the commercialisation thereof creating appropriate platforms that will give women a voice, tell their story, and express their abilities and talents.”
Convenor of Sponsorship and Marketing at Tshwane Netball, Clarissa Strachan
These are the key steps to Prioritise Commercialisation:
1. Enhanced Media Coverage
Media representation is a powerful tool to driving visibility and interest in women’s sports. Broadcasting channels, media houses and digital platforms must commit to showcasing more women’s events, ensuring prime-time slots and high production quality. Greater exposure creates opportunities for sponsorships and fan engagement.
We need to do away with seeing women’s sport as a “And Finally …”, the last story you’ll add in a bulletin. Bold decisions need to be taken in newsrooms, where unapologetically, the same energy given to the upcoming AFCON, even more energy goes to the WAFCON. Understanding that for these tournaments to grow organically, we need to be aggressive as the media because once the media shows there’s value in something, the public will pay attention.
As captured beautifully by an athlete who’s made strides not just as an athlete but also a brand and a role model: Proteas Women Wicketkeeper batsman, Sinalo Jafta: “I’ve experienced firsthand how important media coverage is for the growth of women’s sport.”
“It’s not just about the recognition during big events but the consistent storytelling that keeps us visible throughout the year. When the media supports us, it amplifies our efforts, brings in more fans and attracts sponsorships that benefit our careers.”
Proteas Women Cricketer, Sinalo Jafta
“It’s encouraging to know that our hard work isn’t going unnoticed and it motivates us to keep pushing boundaries,” says Jafta.
2. Investment in Sponsorships
Brands have a vital role in elevating women’s sports. Aligning with successful athletes and teams, sometimes if aligning with the next best star while they are still coming up, can help companies tap into a growing audience of socially conscious consumers.
Meaningful partnerships that highlight the stories and achievements of female athletes can create a positive cycle of investment and visibility.
Investment can be life changing not just for the athlete but women globally, their families and the younger generation that will be inspired by a successful female athlete that has managed to make an honest and lucrative living from sport.
3. Improved Accessibility
Making women’s sports more accessible to fans is another critical step. Affordable tickets, family-friendly event atmospheres, and inclusive marketing campaigns can help build a loyal fan base.
When the Proteas women filled up Newlands Stadium in the final of the 2023 Cricket World Cup, it was so amazing to see young girls, their moms enjoying a game that centuries ago, you could never imagine that we’d find ourselves here, women and their daughters along with other members of the family queuing up to witness a female team make history.
That kind of support is a massive driver to commercialisation. Bums on seats, goes hand in hand with a greater appetite for coverage, sponsorship, funding for future projects but also greater income for athletes.
Clarissa Strachan, who is also the Chairperson Gauteng Netball Interim Committee, adds: “As we see a gradual shift in attitude, brands need to not only create lucrative commercial opportunities through different platforms but also prioritise providing essential support structures to protect our women in sport.”
But what is protection?
“Protection can be in various forms,” says Strachan, “Which include providing adequate training, providing safe environments, and holstering platforms that not only pose favourable for growth but allow the women in sport to be their own.”
4. Support for Grassroots Programs
Grassroots initiatives are the foundation for long-term growth in any sport. Investment in youth programs, school partnerships, and local leagues not only fosters talent but also builds a strong community of future fans and athletes.
5. Leveraging Digital and Social Media
Social media has been a game-changer in amplifying women’s sports. Athletes and teams can connect with their audience directly, sharing behind-the-scenes content, match highlights, and personal stories. This creates a stronger emotional bond with fans and drives interest.
Social Media has enabled athletes to create highly recognisable brands and become household names. Sinalo Jafta will be walking at an airport, only to be approached by a family that wants to take photos with her (true story).
That is what is needed because, once a Nike, Puma, Adidas sees that this athlete aligns with their vision and values as a brand, partnering with her is a collaboration that could be fruitful.
Prioritising commercialisation can have profound effects on athletes, helping them achieve financial security, professional growth, and broader recognition.
THE IMPACT ON ATHLETES
1. Increased Financial Opportunities
Greater commercialisation leads to higher salaries, better sponsorship deals, and improved training facilities. This financial security allows athletes to focus entirely on their careers, which in turn elevates the quality of competition.
2. Professional Development
Commercial investments often bring access to better coaching, medical support, and performance technology. These resources ensure athletes can compete at the highest level and extend their careers.
3. Role Models for Future Generations
Successful female athletes inspire young girls to dream big and participate in sports. The visibility that comes from commercialisation helps create relatable and empowering role models, which is crucial for sustaining participation at all levels.
The commercialisation of women’s sports is not just an opportunity—it’s a necessity. By investing in media coverage, sponsorships, accessibility, and grassroots programs, we can unlock the immense potential of women’s sports.
This will not only elevate athletes but also create a more inclusive and equitable sporting landscape that benefits everyone.
Strachan is confident that in 2025, more sponsorship opportunities will be available for female athletes and teams. “Optimism is always a means to hope, it is a means to expecting a positive outcome and this is all about attitude and persistence knowing that no challenge is too great and no dream is too small.”
“When it comes to working with sponsors, it is all about embracing the opportunities, and progression, and attracting a wider audience while creating a synergy between your expected outcome, the sponsors’ input, and the thought behind the expectations,” says Strachan. “It is about thinking out of the box, being bold, being persistent, and being deliberate in your approach and your execution. It is about being real.”
The time to act is now, and the impact could transform the future of sports for generations to come.
Main Photo Caption: The sponsorship of women’s sport and sportswomen is always a hot topic. 2025 is well underway and this is when the work begins for those who are looking to garner some much-needed financial backing from a sponsor. Photo: Supplied
Photo 2 Caption: Tshwane Netball Sponsorship and Marketing Convenor Clarissa Strachan says maintaining and sustaining the momentum of the progress is critical. Photo: Supplied
Photo 3 Caption: Proteas Women cricketer Sinalo Jafta is a great example of a South African woman athlete who has engaged the public interest. Photo: Supplied