As the proud Managing Director of Mscsports, a dynamic South African full-service sponsorship agency, I’m excited to continue celebrating the extraordinary influence of women in our industry, as we honour International Women’s Month.

Despite historical obstacles and entrenched stereotypes, South African women are boldly stepping into the traditionally male-dominated arena of sports sponsorship. As proud partners of MMG (Mohau Media Group), a 60% black female-owned level 2 BBBEE contributor, Mscsports boasts over 50% female representation. Our Executive Committee is led by 60% women, including myself as the first female Managing Director.

Women champion the power of diversity in sports sponsorship, injecting fresh perspectives and skills that enrich our campaigns and engage diverse audiences. The recent Netball World Cup event held in South Africa not only showcased world-class talent but also highlighted women’s leadership in sports broadcasting, with an all-female broadcast team and a significant surge in viewership from the 2019 event.

Women-led initiatives are propelling real change in sports sponsorship.

An example of leading South African brands getting involved in these initiatives is Engen, one of our esteemed partners. They are deeply committed to grassroots sports involvement, particularly supporting girls’ participation. Initiatives like the ‘Engen Knockout Challenge’ and the ‘Get Into Rugby’ program empower girls by tackling challenges they face, such as access to hygiene products, ensuring their success on and off the field. There are many more South African brands, like Engen, getting involved and making a difference. However, we need more brands stepping up to ensure that the growth and development in female sport is sustainable!

As we continue to celebrate International Women’s Month, we celebrate women as catalysts for change and mentors for aspiring sports professionals. Icons like Caster Semenya embody this spirit, fearlessly advocating for gender equality in sports. Her journey resonates globally, inspiring individuals to embrace their uniqueness and champion the causes they believe in.

As we commemorate International Women’s Month, let’s salute the remarkable achievements of women in sports and pledge to foster equality, opportunity, and empowerment. Together, we’ll harness the collective power of women to revolutionise the future of sports sponsorship in South Africa and beyond!

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