My advice to female athletes

Momentum has become one of the standout brands championing women in sport in South Africa, not just through sponsorships but also through initiatives that seek to empower athletes beyond the field of play.

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At a time when conversations around funding, representation, and equal opportunities in women's sport remain in the spotlight, the financial services giant has positioned itself as a leader in driving meaningful change.

During the recent Momentum Women in Sport Summit, Soccer Laduma's Masebe Qina caught up with Momentum Chief Marketing Officer, Nontokozo Madonsela, to discuss the company's investment in female athletes, its vision for supporting women across different sporting codes, and the broader role corporates can play in uplifting women's football. Madonsela also touches on the business case behind backing women's sport, the need for brands to see female athletes as valuable influencers and professionals, and the importance of equipping sportswomen with tools to safeguard their careers both on and off the pitch.

MQ: So, you were looking at the gap in the market?

NM: Exactly. For example, we were already sponsoring the South African men's cricket team. But when we extended support to the women's team, we immediately saw the elevation it brought to the sport. That showed us the potential, and we knew we couldn't stop there. Even though our cricket contract has ended, we still want to be known as a brand that supports women in sport those performing at the top of their league, regardless of code.

MQ: In a recent interview with Soccer Laduma, former Banyana Banyana coach Fran Hilton-Smith mentioned the role Momentum plays in supporting women in sport. Are there plans for the company to get more involved in women's football, given the challenges Banyana players have faced with SAFA?