CAPE TOWN – With International Women’s Month in full swing, the theme of Embrace Equity couldn’t be more pertinent when it comes to South Africa’s sports industry.
Despite producing world-class female athletes like Caster Semenya, Ashleigh Moolman-Pasio, and Natalie du Toit, research by SASCOC shows women receive less support than their male counterparts.
The study also reveals that 99% of all sponsorship and funding money is directed toward men’s sports, highlighting clear gender disparities which undermine the basic principles of equal opportunities.
“Perhaps the most obvious one is that without proper funding, women’s sports teams may not have access to necessary resources like training facilities, equipment, kits, and coaching, which can hinder their ability to compete at a high level,” said Sports Activist and Endurance Sports Athlete, Ingrid Avidon.
“This lack of support can also lead to decreased participation rates among women, limiting the talent pool and making it harder to field competitive teams.
“Unfortunately, women from disadvantaged backgrounds take the biggest knock when it comes to the lack of funding, as they already come from communities where the basic sporting facilities and necessities are limited.”
It’s for this reason that a year ago, Avidon went on a personal quest using her love of sports to launch a campaign called Be-ING, where she raised funds to introduce more female athletes from disadvantaged backgrounds into the world of sports and assist them with sporting necessities.
“The goal is to bridge the funding gap and promote inclusivity, enabling and empowering women from diverse backgrounds to engage in sports,” she said.
To celebrate Women’s Month and heed to the global calls to #EmbraceEquity, global sportsbook and gaming provider – 10bet is collaborating with Avidon on her mission by supporting two female development cyclists, Yonela Charlie (23)and Omphile Motaung (25).
Avidon, Charlie and Motaung will take part in the Race to Willowmore (RTW) on the 27 March in Cradock. This gruelling cycling challenge spans over five days, covering a distance of 530km. The race is especially unique as it is not marked, so riders need to use maps, a compass, and narrative directions as a means of navigation without the aid of GPS.
“Women are often key agents of change in their communities, with the potential to create a ripple effect that benefits society at large. For example, when you support women in sports, you create opportunities for female athletes to serve as role in their communities,” said Zanele Nhlapo, CSR & PR Manager at 10bet Africa.
“Adequate funding and support for women’s sports is crucial for the growth of the sporting industry. Everyone in the industry can benefit by supporting women’s sports through partnerships and collaboration.”
