Refentse Shinners is shaking up the world of sports leadership with bold moves and visionary thinking as Public Affairs Executive at Cricket South Africa. A trailblazer who never imagined herself in sports administration, Shinners answered the call when opportunity came knocking, and has not looked back since.
Her leadership has been pivotal in CSA’s continuous rise as a leader in promoting women’s sport, with bold actions aimed at growing cricket for young girls and women.
She is now breaking barriers, challenging norms, and redefining what leadership looks like in sport, driving policies and pushing for inclusivity with fearless determination. From the boardroom to the pitch, her impact is felt across the game, proving that excellence transcends boundaries.
In 2022, after a successful career in media, FMCG, and aviation, Shinners was headhunted for the role of Public Affairs Executive at Cricket South Africa (CSA).
Photo: Supplied
At a time when the country was still recovering from the pandemic, and just six months after her departure from the aviation industry, the call came as a surprise. “I was asked if I’d been keen to join CSA, and after some deep thinking and consulting confidants who understand the South African sports landscape, I decided to throw my hat into the ring. The rest, like they say, is history,” she recalls.
Shinners’ journey into sports may have been unexpected, but her extensive background in reputation management made her the perfect fit for the job.
“I have consumed sport as a fan and a viewer. I never once imagined myself being in sports administration.”
Public Affairs Executive at Cricket South Africa, Refentse Shinners
“My early career in media, coupled with extended experience in FMCG and aviation, prepared me well to take the otherwise daunting task of rebuilding and protecting CSA’s reputation head on,” she explains.
With over 20 years of experience managing reputations in highly regulated industries, Shinners took on the challenge of navigating CSA through turbulent waters. Her role at CSA is multifaceted, yet vital to the organisation’s success.
“My primary responsibility is to develop, manage, and advise on relationships that can impact and/or influence the Federation by both internal and external stakeholders,” Shinners notes. These relationships, she emphasises, must be mutually beneficial and rooted in a deep understanding of CSA’s strategic priorities.
A vocal advocate for women in leadership, Shinners believes that women, particularly those in positions of power, have the potential to drive significant change in women’s sport. “It is not only the role of administrators like myself but should be on the radar of every woman in a leadership position,” she asserts. Her conviction is clear: women must be intentional in supporting women’s sport, as it is a powerful tool for social cohesion and addressing socio-economic imbalances.
Under Shinners’ leadership, CSA has made great strides in advancing women’s cricket. In 2023, CSA introduced the Professional Women’s Domestic League, awarding 66 contracts to players across six teams. This, along with the recruitment of coaches, medical staff, and sponsorship from Hollywood Bets, marked a significant step in the professionalisation of women’s cricket.
“Our biggest achievement yet was the introduction of the Professional Women’s Domestic League. We thankfully managed to attract sponsorship, and this has made a significant difference in our ability to deliver on the mandate to professionalise women’s cricket.”
These efforts have not gone unnoticed. In 2023 and 2024, CSA was awarded the prestigious Momentum gsport Federation of the Year Award, solidifying its position as a leader in promoting women’s sport. Shinners sees this as a testament to the organisation’s commitment.
“Receiving the gsport Federation of the Year Award in two consecutive years is an appreciated industry recognition for the strides CSA has made in professionalising women’s cricket. This recognition encourages us to continue shifting boundaries and challenging convention where women’s sport is concerned.”
Looking ahead, Shinners hopes that CSA’s success will inspire other federations to act in promoting women’s sport. “Winning the award in succession has hopefully increased awareness on what can be achieved when a federation is intentional about advancing women’s sport. We started with very little, but at the crux of it all is that we took those first steps, and we can only grow moving forward.”
Photo: Supplied
For young women aspiring to leadership roles in sports administration, Shinners offers a message of empowerment: “The world of sports administration is filled with infinite possibilities for those who are driven enough.
“I think women often overlook sport as a career option due to historic patriarchy in the system, however, a society that is mindful of gender equity has opened amazing opportunities for women globally, and we need to take up that space.”
She particularly encourages female athletes to consider careers in sports administration after retiring from playing professionally, signalling that leadership roles in sport can pave the way for broader societal impact.
Refentse Shinners embodies the power of resilience, foresight, and a fierce passion for driving change, proving that women cannot only excel in leadership but redefine the future of sport.
Her journey is a testament to the unstoppable force women bring to the table, transforming the sporting landscape and inspiring the next generation to dream bigger. As we celebrate leaders like Shinners, we salute the women leading with passion, purpose, and unstoppable power, lighting the way for a future where excellence knows no limits.
Main Photo Caption: Refentse Shinners is shaking up the world of sports leadership with bold moves and visionary thinking as Public Affairs Executive at Cricket SA. Photo: Supplied
Photo 2 Caption: A trailblazer who never imagined herself in sports administration, Shinners answered when opportunity knocked, and has not looked back since. Photo: gsport
Photo 3 Caption: “I think women often overlook sport as a career option due to historic patriarchy in the system.” Photo: Supplied
Photo 4 Caption: “The world of sports administration is filled with infinite possibilities for those who are driven enough.” Photo: gsport
Photo 5 Caption: With bold actions aimed at growing cricket for young girls and women, Refentse Shinners’ leadership has been pivotal at CSA. Photo: Supplied
Photo 6 Caption: Cricket SA Public Affairs Executive Refentse Shinners receives the 2024 Federation of the Year Award for Cricket SA from gsport Awards Judge, Cynthia Tshaka, at the Momentum gsport Awards. Photo: gsport
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