When you think about South African sport, it’s easy to picture packed stadiums for rugby or cricket, sometimes football too, and the overwhelming fanfare that surrounds men’s teams but, if you take a closer look, you’ll notice something big is happening in women’s sport.
From the stunning victory of Banyana Banyana at the Women’s Africa Cup of Nations in 2022 to our netball team captained by the talented Khanyisa ‘KC’ Chawane, women athletes are making waves. Yet, when it comes to sponsorship, the support is nowhere near what it should be.
And that’s a missed opportunity—because backing women’s sport in South Africa isn’t just the right thing to do. It’s also a seriously smart business move.
The Growth of Women’s Sport in South Africa
In recent years, South Africa’s female athletes have been breaking barriers and setting new standards for success. Our national netball team put on an impressive show at the 2023 Netball World Cup, with former captain Bongiwe Msomi leading by example. Cricket is following suit, back-to-back finalists for the Proteas Women and the U19 Women, who wrote their own story into our history books.
Young talent like Prudence Sekgodiso setting the world of athletics ablaze, shattering records as a boss and serving inspiration to several promising players making waves at the domestic and international levels.
Fans are paying attention, too. The Women’s T20 World Cup, held on home soil in 2023, drew record crowds. People are hungry for more women’s sport, and this growing interest presents an untapped market for brands.
As Chawane recently said, “We’re giving our all out there, not just for ourselves but for the future of women’s sport in this country. All we need is the support to keep going and inspire more young girls to dream big.”
Following a sensational performance at the ICC 19 T20 Women’s World Cup, which was born in Ikageng, Potchefstroom, Nthabiseng Nini hopes her story and exploits will be motivation for other young girls in SA.
Why Sponsoring Women’s Sport Makes Sense for Brands
There’s a common misconception that women’s sport doesn’t offer the same returns as men’s sport, but the reality is quite the opposite. Women’s sport offers brands something rare: Authenticity and Connection.
Unlike the crowded and often oversaturated men’s sports market, sponsoring women’s sport allows brands to stand out. You’re not just another logo on a jersey—you’re a partner in a movement.
South African consumers are paying attention, too. More people are supporting brands that align with values like gender equality and empowerment. Sponsoring women’s sport is a clear, tangible way to show those values in action.
Plus, social media has changed the game. Young athletes like Sekgodiso aren’t just players—they’re influencers with loyal followings. Prudence shared in a recent interview, “It’s incredible to connect with fans through social media. They’re invested in our journeys, not just our results.” For brands, this means direct access to highly engaged audiences.
First-Mover Advantage
Right now, while sponsoring women’s sport in South Africa is still relatively affordable, compared to men’s sport, it’s important to note that this advantage won’t last forever. As interest grows, the competition for sponsorship opportunities rises. Companies that get in early will have a head start, building long-term partnerships and gaining loyal audiences.
Take Sasol for example, they have created a long lasting partnership with SAFA since 2009, Banyana Banyana have benefitted but also the young women participating in the Sasol Women’s League, and then there’s Telkom with the Telkom Netball League, and Spar with the Spar Proteas.
Longstanding collaborations that have stood the test of time. And let’s be honest—sponsoring women’s sport just makes brands look good. It’s a bold, progressive move that signals you’re invested in the future.
Challenges, Sure—But Even Bigger Opportunities
Yes, there are challenges. Women’s sport in South Africa has been underfunded for years, and media coverage is still catching up. But that’s exactly where the opportunity lies. Brands that step up now can play a role in shaping the future of women’s sport.
Imagine being the sponsor that helped take women’s rugby to new heights or supported grassroots cricket development for young girls. Many girls benefitted from Bakers Mini Cricket and now KFC Mini Cricket. Today we have the current and future stars, thank you to these initiatives where federations have joined forces with some big name brands.
Athletes like Khanyisa, Nthabiseng and Prudence aren’t just competing for titles—they’re building legacies. Sponsorship is the key to unlocking their full potential and creating sustainable success for women’s sport in South Africa.
Time is Now
The truth is, women’s sport in South Africa is full of potential—it just needs more support. For brands willing to think beyond traditional sponsorship models, the rewards are enormous. You’re not just investing in sport; you’re investing in the future of South African talent and inspiring a new generation of athletes.
The athletes are ready. The fans are ready. Sponsors! All that’s missing is you!
Main Photo Caption: There are the sponsors who have loyally stood by women’s sport for decades, dedicated to the changes they empower, and then there are a new breed eager to gain from compelling offers coming online as the market experiences a major boost in South Africa. Stock Photo: Envato
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