EMPOWERING THE PROTEAS:
Momentum’s pioneering sponsorship
IN A HISTORIC stride toward gender equality in the realm of sports, Momentum, a prominent financial services brand, has stepped forward as the primary sponsor for the South African women’s cricket team, affectionately known as the Proteas.
In an interview with Mamello Masote, Momentum’s adept Public Relations Manager, the DFA delved into the driving forces behind this groundbreaking partnership and explored its transformative influence on the landscape of women’s cricket in South Africa.
“Our brand, Momentum, is about enabling businesses and people from all walks of life to achieve their financial goals and life aspirations. This includes supporting women on their journey to success,” Masote stated emphatically.
She told of how Momentum’s sponsorship of the Proteas Women aligns seamlessly with its values of empowerment and inclusivity, contributing significantly to the professional advancement of women cricketers over the past decade.
Masote highlighted the transformative journey since the inception of the partnership in 2013.
“When this partnership began, the Proteas Women had no contracted players. By the end of the sponsorship’s first term, all 13 players were contracted,” she revealed.
Momentum’s unwavering support has propelled the Proteas women to unprecedented heights, including two successive ICC 50-over World Cup semi-finals and a historic ICC Women’s T20 World Cup final appearance.
But Momentum’s commitment extends beyond financial backing.
Masote detailed various initiatives aimed at nurturing the growth of women’s cricket in South Africa.
“While we have relinquished naming rights to the Proteas, we are also able to focus on other areas of the cricket ecosystem, such as sponsoring the Under19s,” she explained.
This holistic approach ensures the development of future stars while advancing gender equality in sports.
Central to Momentum’s agenda is the promotion of gender equality and empowerment through sports. Masote elaborated on the #Onemorefan campaign, launched during the Proteas’ maiden ICC Women’s T20 World Cup final.
“Women’s sports receive significantly less sponsorship than men’s sports, limiting their career opportunities and media exposure,” she lamented. However, Momentum aims to shift this paradigm by encouraging widespread support for women’s sports, thereby fostering investment and growth.
Moreover, Momentum actively engages with the Proteas and women in sports through mentorship and educational initiatives. Masote highlighted the ‘Women Who Make Moves in Sports Summit’, where top female athletes received essential tools for career advancement, including financial management guidance.
Collaborations with esteemed experts like Harvard Business School Professor Anita Elberse underscore Momentum’s commitment to empowering women beyond the field.
Looking ahead, Momentum remains steadfast in its long-term
goals for women’s cricket.
“Our priority has always been the success of women on the field,” Masote affirmed.
As Proteas women thrive in their professional careers, Momentum seeks to inspire more corporations to embrace women in their sponsorship strategies.
Through sustained advocacy and support, Momentum continues to champion gender equality, ensuring that women’s cricket in South Africa shines brightly on the global stage.