Having a long-term sponsor can do wonders for a sportswomen or a team, and someone who knows just how important this relationship is better than most, is none other than Banyana Banyana head coach, Desiree Ellis.
The football stalwart recently had her partnership with Volkswagen extended for another year, as the car brand looks to continue its support for grassroots football development, and girl empowerment initiatives.
“Being able to secure a high-profile sponsor requires alignment and brand authenticity between myself and the brand. The brand needs to be aligned with my own needs and vision and, with the guidance of my Forwardzone team, I can identify and secure these partnerships.”
Former Banyana Banyana Captain, present-day Banyana Banyana head coach, Desiree Ellis
“I love to plough back to the community through the Desiree Ellis Foundation, which aligns greatly with VW’s commitment to grassroots development, especially in football through their #VWTrain4Life and #VWVayaCupTournament initiatives. In turn, I can add my extensive experience and value to these properties alike, which is impactful in youth development,” she added.
She says that VW’s commitment shows that they are looking to make some meaningful change.
“I think in ploughing back and inspiring the youth in who we are and what we do. Aligning and having the same passion in VW’s drive for youth development and empowering girls fuels the partnership – we are growing together with the same vision and mission to have an impact on the communities and untapped talent-enhancing youth grassroots development.”
Having a sponsor like VW behind Ellis is something that cannot be taken for granted, and she knows just what it means to have such backing. The Banyana mentor feels that this endorsement is proof that women’s sport is heading down the right path.
“Having backing from sponsors such as VW enhances the narrative, increases visibility, and creates long-term sustainability which in turn professionalises the sport. It shows that women in sport are ready to step up and these sponsors recognise this and ask themselves how they can add value to the sport. The sponsors provide further credibility and belief that we are moving in the right direction.”
Ellis is someone who has seen the growth of women’s football, not just on the field, but she has also been front row to the evolution of sponsorship within the women’s game. Back in her playing days, female players garnering any sort of financial backing was almost unheard of, but thankfully there have been major changes in this sphere, which at the end of the day can only benefit women in sport and women’s sport.
“As I mentioned, we are on the right path in women’s sport, but there is still a long journey ahead. It is not only women’s football that has grown, it is not just women’s football that is gaining through investments and sponsorship. Just look at Cricket and the backing of Momentum on the Protea Women, and having reached the T20 World Cup final recently shows their growth too. The Protea Netball Team too, as we know is sponsored by Spar, Telkom, Discovery, and many other brands which have allowed them to grow in leaps and bounds.”
“Getting back to Women’s football, Banyana Banyana has consistently grown in the past few years, winning the 2022 WAFCON title as well as reaching the Last 16 at the recent FIFA WWC, yet it hasn’t attracted as much sponsorship as it deserves. Banyana Banyana have proven themselves time and time again, yet we are still limited for more sponsorships.”
With the current economic climate, brands are not parting with their money very easily, which makes it harder for those who are lower down the pecking order, when it comes down to where and how sponsors spend their cash. Ellis feels that there are so many reasons why sponsors should back women in sport, and says that the current impact of sponsorships is being felt across the board.
“I think in ploughing back and inspiring the youth in who we are and what we do. Aligning and having the same passion in VW’s drive for youth development and empowering girls fuels the partnership – we are growing together with the same vision and mission to have an impact on the communities and untapped talent enhancing youth grassroots development.”
Ellis feels that the year that was 2023 was one that not only put women’s sport on an upward trajectory but it’s value was showcased in the numerous local and international events that took place. She says that this can only attract more investment.
“2023 was definitely the year for women in sport, with cricket, netball, and football, along with KG Montjane winning the French and US Open doubles, all having grown and raised the profile for women’s sport. So many young girls and people are venturing into cricket, netball, and football and the increased participation numbers can only hope to attract investment to allow the women’s game to further grow.”
Photo caption: Having a long-term sponsor can do wonders for a sportswomen or a team. Someone who knows just how important this relationship is, is none other than Banyana Banyana coach Desiree Ellis. The football stalwart recently had her partnership with Volkswagen extended for another year as the car brand looks to continue its support for grassroots football development and girl empowerment initiatives. Photo: VolkswagenSA on X
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