SPAR was unveiled as the Sponsor of the Year award winner at the 2024 Momentum gsport Awards in a tough category that included elite 2024 finalists Hollywoodbets and Sasol. The retail giant has sponsored women’s sports for the past 34 years and continues to go above and beyond, in an effort to make a difference for female athletes and women.
SPAR National PR, Communications and Sponsorship Manager, Mpudi Maubane reflects on the acknowledgement at SA’s premium women in sport awards.
“The recognition of SPAR at the 2024 Momentum gsport Awards stands out as a monumental achievement, an honour and a great privilege. This accolade highlights our exemplary commitment to women’s sports development and emphasises our strategic intent as we approach our fourth decade of sponsorship efforts.
“As one of South Africa’s largest retailers, SPAR’s investment in women’s sports is not merely about giving back, but it is a huge responsibility of acknowledging the fundamental role women play in society as well as the transformative power of sports in advancing gender equality.”
The retail giant stands out as an advocate for women empowerment before it got fashionable, they opted to partner and buy into women’s sport despite the common terms (sometimes excuses) like “Return on Invest” became popular.
“SPAR’s sponsorship journey has evolved significantly over time, growing from humble beginnings to a national movement that inspires countless women to participate in sports.”
“This dedication stems from a belief that supporting women’s sports serves a dual purpose. It enables female athletes to chase their dreams and builds morale to promote women’s participation on a larger scale. We are hoping for other businesses to join the call of action and follow suit, advocating for women’s sports to be recognized and professionalized like other mainstream sporting codes.”
The inaugural PR, Communications and Sponsorship Manager at SPAR Southern Africa, Mpudi Maubane
Their two main sponsorships are the SPAR Women’s 10km Challenge, including the SPAR Grand Prix, and a collaboration that spans over two decades with Netball South Africa in one of the longest-standing sponsorships of a sports federation.
The headline sponsorship of the SPAR Netball Proteas is the longest naming rights sponsorship of a national team in South Africa.
The 25-year sponsorship has just been extended to the next Netball World Cup in 2027. SPAR also sponsors the national netball championships.
“This strategic collaboration is not just symbolic, but it delivers concrete opportunities for athletes to train, develop and showcase their skills on a global stage. As SPAR supports Netball South Africa (NSA), it reinforces its own reputation as a steadfast ally in the journey towards sporting excellence.”
“The partnership ensures that talented South African netball players receive the backing they need to prepare for one of the most prestigious events in the netball calendar. For both SPAR and South African netball, this collaboration is indispensable in fostering a robust ecosystem that nurtures talent and celebrates diversity in sports.”
SPAR have also sponsored women’s tennis, women’s lawn bowls, and women’s hockey – outdoor and indoor. For 12 years, SPAR was the title sponsor of the national women’s hockey team and are currently title sponsors of the women’s indoor hockey team.
Mpudi is the first SPAR South Africa National PR, Communications, and Sponsorship Manager and she’s settled well into her new office.
“As the inaugural PR, Communications and Sponsorship Manager at SPAR Southern Africa, my journey thus far has been both exciting and fulfilling. The privilege of stepping into a role at a company that not only prioritises operational success but also deeply cares about the communities it serves is a unique challenge I embrace with gratitude.”
She’s already hit the ground running and is relishing the opportunity to be part of a brand that dedicates time and resources to the well-being of the community.
“It is heartening to work for a company that recognises that our existence, as a retail giant is intertwined with the lives of the people around us. In a world where many companies focus solely on profit, SPAR stands out by committing significant resources to uplift the less fortunate. This philosophy is not merely a corporate mandate, it is an embodiment of SPAR’s core values.
“As I navigate my responsibilities, I am continually motivated by the exciting prospects of innovating within this legacy. Collaborating with a team of dedicated professionals, I am focused on employing cutting edge strategies that will amplify SPAR’s narrative while enhancing our community engagement initiatives.
“One of my primary goals is to ensure our impactful work in women’s sports and community development receives the recognition it deserves.”
“I aspire for SPAR to be an influential retail giant that resonates in the hearts of South Africans. My aim is to cultivate a perception of SPAR as the top choice retailer, woven into the fabric of the communities we serve. By leveraging integrated communication and marketing strategies, I want to invigorate public interest and participation in our brand, positioning SPAR not just as a store but as a beloved community partner.”
As a woman in sport herself, the seasoned Communication Specialist hopes that female in athletes continue to surpass personal ambition and excellence.
“I envision an environment where women athletes are fairly compensated for their skills and contribution in this important sector. I believe there is immense potential for women’s sports to not only be acknowledged but to be actively prioritized. For this to manifest, government intervention is crucial, especially in formalizing sports as a valid career option and by providing adequate infrastructure and other necessary resources.”
Despite their brilliance, women in sport across the globe still find it difficult to secure lucrative, life-changing sponsorship deals. Professionalizing women’s sport in many sporting codes is what we are all waiting for with bated breath.
However, while the journey continues to advance, uplift and grow as female athletes, female sports journalists and administrators Mpudi advises on how one can position themselves to attract corporates for funding.
“For athletes or teams seeking to secure lucrative sponsorship deals there’s a pathway to success. It’s essential to have a clear understanding of what you aim to achieve with your sponsorship request. This requires articulating how potential sponsors can benefit from aligning with your objectives. Identifying the compatibility between your vision and the strategic outlook of the businesses you approach is critical.“
“Moreover, every company has a unique requirement for sponsorship proposals, understanding these differences can make or break your chance of securing support. A well formulated plan with defined objectives and timelines will aid businesses in evaluating their fit with your goals, whether that be in the present or future.”
Maubane has in a very short time set the tone for future PR, Communication and Sponsorship Managers. Her dedication and vigour to grow the SPAR brand while aligning with communities is highly admirable. Equally so, SPAR prioritizing women’s sport has been a game changer, a move that many companies are 30 years delayed.
Hopefully SPAR and Mpudi’s resoluteness to make an impactful change for female athlete and women in general spreads to other high-rise buildings and office parks.
The former Manager: Stakeholder Relations & Communications at SABC is enthusiastic about the road that lies ahead for her at SPAR: “As I continue my journey with SPAR, I am excited about the opportunities ahead.”
“By advocating for community engagement, by empowering women in sports and forging valuable partnerships, I aspire not only to enhance the SPAR brand but to also contribute positively to South African society. The road is long, but with the right support and collaboration, we can revolutionize.”
