When you watch, we ALL win!
Women in cricket and women-led games are slowly gaining momentum. The first women’s cricket game, played in Australia, was recorded in 1874. Fast forward to 2022, women have been playing games, but they haven’t gained traction in the media as much as men have in their sports. And as such, there is a huge sponsorship gap to fill.
When you watch, the game changes. Momentum wants to take this opportunity to bring awareness to this sponsorship gap and encourage every citizen, potential sponsor, and institution to get behind women’s sport and elevate their impact in the world of sport.
That’s why we need you to be #OneMoreFan.
We’re proud of the Momentum Proteas Women's success
We welcomed home our national SHEroes on Saturday, 2 April 2022. #OneMoreFan can start an unstoppable movement. Because when you watch, you topple the status quo. Welcome home Momentum Proteas Women. We are incredibly proud of you! To keep up with their progress, stay on #OneMoreFan and watch every woman as #SheOwnsHerSuccess.
When you watch, you have the power to close the sponsorship gap
We’ve been watching, have you? The Momentum Proteas Women have been blazing ahead and played phenomenally! They made it all the way to the semi-finals which they lost to the English Women.
But, we should continue to watch and celebrate the incredible talent that the Momentum Proteas Women display on the field.
#OneMoreFan, one giant leap for women in sport.
As #OneMoreFan, you can topple the status quo.
Watch Dane van Niekerk talk about how when you watch, you can help challenge the sponsorship gap. When you watch, you invite others to watch. You bring more fans, sponsors, and broadcasters. When you watch, you give the Proteas Women momentum.
Momentum Proteas Women
Momentum is a brand that supports women on their journey to success. As the Momentum Proteas’ first significant sponsor since 2013, we’ve contributed to the professional advancement of women cricketers at the highest level over the past 7 years. Through our sponsorships, more and more women cricketers are becoming professional players.
When this partnership began in 2013, the Momentum Proteas Women had no contracted players. By the end of the sponsorship’s first term, all 13 players were contracted. Support for women’s cricket falls in line with our ever-growing support of women in South Africa.
The sponsorship gap between women and men in sports
#SheOwnsHerSuccess is how Momentum shows up for women on their journey to success. We recognise that women face many obstacles that may slow them down from achieving their goals, so we endeavour to create platforms that will empower them to overcome these hurdles and reach their next pinnacle of success.
We want women to be unapologetic in the pursuit of their goals and aspirations, as well as how they achieve them. We encourage women to take up space with no shame and keep going for more.
However, women remain underrepresented in all sports in the country. The best example is at professional levels where the nation’s main sports such as cricket, rugby, and soccer, have yet to consider establishing domestic leagues for women.
We know that South Africans are passionate about sports, and over the past 20 years, several initiatives have been launched to promote women’s participation. Girl’s Cricket is acknowledged as the fastest growing sport in South Africa. It’s being incorporated in school sports curriculum however there isn’t a league as such.
The gender pay gap in sports
There’s a significant difference between the investment behind men and women’s sports in South Africa, and all over the world. Men enjoy sponsorships from an array of brands and institutions, while women only get a small percentage of that.
Only 0.5% of the total commercial investment in sport goes into women, while men’s sport received 61.1%.
This gap impacts the number of women who can pursue sports as a viable career choice, the facilities and resources that would be available to them to improve their game, and the exposure they get from the media.
In the Forbes 2021 top 50 highest paid athletes, only 2 women appear, Naomi Osaka (ranked at number 12) and Serena Williams (ranked at number 28).
The more people follow and watch the Momentum Proteas, the more interest will be generated in women’s cricket. This will have a ripple effect which will attract the media’s attention as well as sponsors.
SuperSport viewership, peak match audiences for Women’s cricket attracts just over 250 000 viewers*, but men’s cricket can pull over 1.7 million viewers.
*Source: Nielson Sports SA
Women’s cricket
When you watch, we break all boundaries.
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