In a field historically dominated by men, the story of a remarkable woman in sports marketing elevated to general manager is not only inspiring but also a testament to perseverance, adaptability, and visionary leadership. Novashni Chetty, the General Manager at The Sharks in KwaZulu-Natal, has shattered glass ceilings, redefined industry standards and is leaving a lasting mark in sports administration.
In 2004, she landed her first internship with the prestigious The Sharks Rugby Franchise. From day one, her passion for sport and marketing was evident. She absorbed as much as she could herself in the fast-paced environment, learning the ropes of sports marketing and communications. Her dedication and hard work soon paid off, as she transitioned from an intern to full-time Marketing and Communications Manager.
The late 2000’s were her transformative years. She played a pivotal role in marketing campaigns that significantly boosted The Sharks brand visibility and fan engagement. Notable among her early achievements was her involvement in the 2007 Super Rugby Final.
Her innovative marketing strategies, combined with her knack for engaging storytelling, captured the hearts of fans and stakeholders alike.
As digital media began to revolutionise the sports marketing landscape, Chetty was quick to recognise potential. She spearheaded initiatives to integrate social media and digital marketing into the team’s strategy, setting new benchmarks for fan interaction and brand loyalty. Her efforts did not go unnoticed, and by the early 2010’s she was a recognised name in the industry.
In November 2023, after almost two decades, through sheer dedication to her craft, Chetty rose to the role of General Manager at The Sharks. The position marked a new chapter in her career, one that allows her to influence not just the marketing but also the broader operational and strategic aspects of the team.
“My experience and knowledge of the business is something that I am proud of. Having worked from a very junior level to senior management, I have had a proper grounding and have never stopped learning and growing. This journey has shaped my life and has made me the person I am today.”
General Manager at The Sharks in KwaZulu-Natal, Novashni Chetty
As G.M, Chetty overseas media liaison, team liaison, commercial operations, and event delivery. Her leadership style is characterised by collaboration and inclusivity fostering a work environment where every team member feels valued and empowered.
“Being transparent and working as a team, knowing that we can all come with our own strengths and weaknesses, helps each other each over the line. In our environment there is no time for egos. Our CEO, lives by the mantra, “Leave the place in a better state than you found it”, and that resonates with me,” said Chetty.
Throughout her career, Chetty has faced numerous challenges from navigating gender-biases in a male-dominated industry to adapting to the ever-evolving digital landscape, but it has been her resilience and forward-thinking approach that have always seen her though.
Her commitment to growth and adaptability has been key to her success. Her ability to foresee industry shift and pivot accordingly has kept The Sharks at the forefront of the sports world.
As she reflects on her 20-year-journey, she proclaims to anyone wanting to enter the sports industry:
“There is no substitute for hard work. The doors have certainly opened more frequently for females.”
“We now have equal voices at the boardroom table and we are being heard. Despite a person’s gender, belief and self-belief is critical,” Chetty elaborates. “If you have the courage of your conviction that nothing or no one can stop you from going for what you want, then anything is possible.”
Chetty has created a powerful reminder of how an individual can impact an industry. She has not only carved out a place for herself in sports management but has also paved the way for future generations of women in sports.
With The Sharks having won their first European trophy at Tottenham Hotspurs Stadium in May 2024, it is something Chetty holds close to her heart, as her journey with the franchise that has given her so much is far from over. She remains committed to pushing boundaries and innovation in sports management.
In an industry that thrives on passion and performance, she stands as a beacon of what is possible. Her career is testament to the power of perseverance, the importance of adaptability and the impact of visionary leadership. The world of sport management is a better for her contributions and she will undoubtedly continue to influence the next generation of sports leaders.
Photo Caption: Novashni Chetty, the General Manager at The Sharks in KwaZulu-Natal, has shattered glass ceilings, redefined industry standards and is leaving a lasting mark as a woman in sports administration. All Photos: Supplied
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