How Female Athletes Build Financial Sustainability

In South Africa, just over half of female footballers hold full-time contracts — but only 40% are actually paid, according to the Confederation of African Football. Across the continent, the picture is even starker: in 41.3% of associations, no players receive a salary at all. Globally, half of elite women athletes earn nothing from their sport, often relying on side hustles, second jobs, or sporadic sponsorships to stay in the game.

“If Cristiano Ronaldo makes most of his money off the field, then brand-building isn’t optional for women — it’s survival,” said Ntando Zikalala, CEO and founder of To The Max Management.

In 2023, nearly two-thirds of Ronaldo’s $136 million income came from endorsements, sponsorships, and social presence, not playing. For female athletes, cultivating a personal brand is a financial lifeline.

The summit emphasised a simple yet powerful idea: “You’re not just an athlete — you’re a business.” Masterclasses equipped participants with practical tools for self-marketing, personal branding, and navigating sponsorships and contracts. Industry leaders including Mbali Ndandani (Lelapa AI), Sibabalwe Sesmani (Unorthodox Group), Dumisane Chauke (former netball star), and Karabo Tshabuse (soccer agent) shared insights on turning talent into sustainable income.

Key lessons focused on building a professional online presence beyond social media, including platforms like LinkedIn, where sponsors are actively seeking partnerships. AI tools can support athletes in crafting content, monitoring public sentiment, and drafting tailored pitches to brands aligned with their values.

Athletes were encouraged to work backwards from financial goals, understanding their value proposition and what they bring to a sponsor. Negotiation skills were front and centre: contracts should protect both parties, reflect mutual benefit, and be approached with confidence.

Dumisane Chauke advised, “Negotiate based on your value, not someone else’s budget. And if the deal doesn’t serve you, be prepared to walk away.”

Qhawekazi Mdikane, Executive Head of Brand Marketing at Momentum, highlighted the broader purpose: “An athlete’s talent is their business. Building a personal brand isn’t just marketing — it’s entrepreneurship. Athletes are increasingly recognised for their potential as business leaders, not just for their performance.”

Initiatives like Momentum’s Boost Her Boots R500 000 Fund for women athletes with business ideas are redefining what sustainable financial success looks like. By treating athletes as entrepreneurs, such investments create opportunities for financial independence, long-term stability, and community impac, proving that personal branding can be as powerful off the field as athletic talent is on it.