LERATO MOTJALE
“Sport is more than a game. it is a tool for empowerment, leadership, and community transformation.”
Meet Lerato Motjale, a South African sports communicator and women’s football advocate who uses sport to empower girls in rural communities. Through storytelling, grassroots programs, and coaching support, she aims to create lasting opportunities and leadership pathways in sport.
“My journey in sport began at the Premier Soccer League, where I served as a Media Liaison and Marketing Coordinator. Working within professional football exposed me to the power of sport as a platform for visibility, influence, and opportunity. It also made me aware of the gaps, particularly for girls in rural communities, inspiring me to focus on grassroots development, storytelling, and programmes that create access and leadership pathways.”
“Mentors and colleagues in and around the football fraternity played a pivotal role in my journey, encouraging me to combine professional expertise with community impact. Their support, guidance, and belief in my vision inspired me to amplify the voices of girls, athletes, and coaches in underserved areas.
They taught me that effective sport development requires both strategy and empathy, skills I continue to apply in my work.”
A PIVOTAL SPORTING MOMENT
“One defining moment for me was visiting rural communities and seeing girls play football with incredible skill and passion, despite limited resources. Witnessing their resilience and joy reinforced my belief that sport is a powerful vehicle for empowerment, education, and social transformation. It showed me that impact is not measured by stadium size or media coverage, but by the opportunities we create for those who are often unseen.
Working with girls, coaches, and communities from diverse backgrounds in rural football programmes showed me how inclusion drives innovation and impact. Collaboration across perspectives strengthened our initiatives and created leadership opportunities for girls who might otherwise be overlooked. This experience reinforced that diversity doesn’t just enrich sport, it transforms communities.”
BARRIERS TO DIVERSITY & INCLUSION IN SPORT
“Barriers include limited access to facilities and resources in rural communities, gendered expectations, and the underrepresentation of women in leadership roles. Many talented athletes and coaches remain unseen due to a lack of mentorship, funding, and visibility.
To dismantle these barriers, we need grassroots programmes, equitable resource allocation, mentorship, and inclusive policies that prioritise opportunity at every level. Change must combine strategic planning with community-driven solutions to create lasting impact.
Storytelling shapes perception and amplifies voices that are often unheard. When girls and underrepresented athletes see themselves reflected, it inspires participation and leadership. Authentic narratives come from collaborating with communities and athletes, prioritising stories of resilience, mentorship, and impact over performance alone. Diverse storytelling drives visibility, builds support networks, and catalyses systemic change in sport.”
ADVICE TO YOUNG WOMEN WORKING IN SPORT
“My advice is to embrace both opportunity and responsibility, seek roles that challenge you, learn from mentors, and never underestimate the power of storytelling. Use your platform to uplift others, particularly those whose voices are often unheard, and focus on impact as much as achievement. Persistence, authenticity, and a vision for inclusion will not only shape your career but also help transform the sport ecosystem for the next generation of women.
I hope to show that sport is more than a game; it is a tool for empowerment, leadership, and community transformation.”
“Through my journey, from working at the Premier Soccer League to supporting girls in rural communities, I want to highlight that access and opportunity are what truly change lives. My message is clear: when we invest in underrepresented athletes, coaches, and communities, we are not only developing sport, we are building pathways for equality, confidence, and generational impact.”
