The performance of our senior women’s national football team at the 2023 FIFA World Cup has not only enhanced our nation’s global standing and profile but has continued our long-standing tradition of SA women nudging our society forward often against all odds. While they bowed out in the early hours of last Sunday SA time, they bowed out of the tournament to which they have given so much, they did so with an immense sense of pride. You only need to look at those they were up against and those who also fell at this stage of the tournament barely 24 hours before Norway, the former world champions and Scandinavian giants, the world number one ranked team and the USA the defending three-time champions to understand the enormity of what these incredible women have achieved.
The African champions ranked 54th in the world and 5th lowest in the tournament already had all sorts of odds stacked against them, having to go through former world cup finalists and number 3-ranked Sweden. 2015 Quarterfinalists Italy ranked 16th and Argentina. Having navigated a tough their reward was a meeting the 2015 runner and 9th ranked Netherland. In all of the matches not only did they fight as equals they fought as warriors. No one disgraced them and they have nothing have given us nothing but pride as a people and a nation. It is quite clear that women’s sport in this country is on an upward trajectory that will see them compete at the highest levels for years to come. Banyana is now undoubtedly the best-performing senior football team. They still get very little support from all of us. The South African Football Association (SAFA) must be congratulated for creating an environment in which such a team can emerge. I know this is an unpopular opinion as we tend to rightly bash SAFA for a lot. However, for all its shortcomings and failures over the years, this is not one of them. We can’t blame SAFA for everything going wrong in South African football and not congratulate them for what is going right. Today there is a semi-professional league in place it’s not the best solution but a start. Imagine where women’s football would be if PSL clubs all had women’s teams like the rest of the world does.
The challenge facing women today is building on to this foundation and pushing on. The idea that today at least 25 South African women are playing football for major clubs around the world is something wonderful. The focus must now be making progress across all key dimensions of what Sport Boardroom refers to as the dimensions of sport development. These are firstly, leadership development. This is the development of a strong pipeline of women football leaders, owners, and innovators. Secondly, drive participation. Any sport that does not focus on growing participation by young ones and the broader community is bound to fail. Thirdly, build skills to create a strong management and executive capacity. Fifthly, build a competitive landscape in the growth pathways. The sixthly, fan engagement. Build affinity with the fan base so they attend events, watch on TV and streaming platforms as well as engage on social media. This is what sport is about and where it derives its value. Seventhly, media distribution. Build a set of products and services that media owners want for their platforms and lastly commercial and monetize. Build a sustainable commercial model to accelerate growth and create a formidable business.
There is no doubt that women’s football has set a high bar, how it grows from here depends on how its management and how it develops along the above-mentioned dimensions of sport development. They have gotten so far despite a largely non-enabling environment imagine where they will get with more enabling one.
