Unorthodox Group and The Business Exchange (TBE) hosted a panel discussion in Sandton, as an opportunity to critically analyse and reflect on how women can benefit from the business of sports.
The discussion on April 13 aimed to turn the tables when it comes to sports stereotypes. The panel talk included netball national team coach Emily Mathosa, the first certified FIFA female referee in South Africa Akhona Makhalima, CEO of Unorthodox Group Sibabalwe Sesmani, a former PSL executive Connie Motshumi, and TV producer Koketso Kgogomane.
According to Mkhalima, the sporting industry is taking steps towards an equal future for all genders, as seen in the amendment of sports policies and laws in South Africa.
“In South Africa and around the world, sports have long mirrored the way our society is structured. The gender disparity, when it comes to issues such as the gender pay-gap and equal treatment between men and women, has been reflected within sports as well as in other professions in countries all over the world,” said Makhalima.
According to Sesmani, the introduction of mass media such as television, social media and radio has brought sports closer to society, especially women since back in the days’ women were not allowed to participate in any sport.
“The value chain of sports is huge and has not been explored in detail, especially in Africa. There are many opportunities for women to infiltrate this industry, not just on the field, which is why representation is so important at all levels,” said Sesmani.
Fast forward to the middle of the 2023 sporting calendar, and the women’s national football team Banyana Banyana and women’s national netball team The Spar Proteas will be participating in their respective World Cups, and they are confident the nations’ success at these tournaments will yield great results in trying to have these issues that hinder women’s sports progress addressed.
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