Lean Vernon Schwartz, JJ Prinsloo

Abstract

This study investigates the reluctance of organisations to sponsor professional female sport in South Africa, with a specific focus on the four most popular female sport disciplines: rugby, cricket, soccer, and netball, as well as an individual female sport, golf. The primary objective is to discern the factors contributing to organisations’ reluctance to sponsor professional female sport in South Africa. The research employs a qualitative method, non-probability with purposive sampling – to explore the intricate factors underlying the reluctance within the South African female sport industry. Semi-structured interviews with experts in professional female sport in South Africa serve as the primary data source. Despite the global growth in female sport sponsorships, this research reveals a persistent reluctance among organisations to sponsor professional female sport in South Africa. Key findings point to issues such as insufficient media coverage, a perceived lack of return on investment and concerns regarding professionalism in female sport. The study culminates in comprehensive recommendations to enhance the understanding of why organisations are hesitant to sponsor female sport, thereby providing actionable and realistic strategies to secure more sponsorships for female professional sport. It emphasises a triple focus on professionalisation, distinctive branding, and increased visibility. These recommendations extend beyond mere strategies for securing sponsorships; they embody a collective effort to reshape societal attitudes towards female athletes.