Celtic’s Finest

BASKETBALL clubs run by women are few and far in South Africa. One club set on bucking the trend is Celtic’s Finest which has provided a platform for women to thrive on and off the court. The road has also seen Celtic’s adapt and transform while trying to grow as a brand.

Club chairperson Boitumelo Masenamela says the club came to life after realising women had few playing opportunities in South Africa’s capital, Tshwane, and many had to commute to Johannesburg to get their dose of competitive basketball.

“Many years back, most of us Pretoria-based players used to drive to Joburg and play for teams there because we did not have a team here (in Pretoria). So a group of us gathered at the University of Pretoria and decided to form Pretoria’s Finest,” said Masenamela.

The name Pretoria’s Finest did not last long. For compliance purposes, a merger between themselves and a men’s team, Sunset Celtics, led to a name change. It also facilitated a passage to competing in the tough Johannesburg competitions.

“When Pretoria’s Finest was created, we couldn’t compete in Johannesburg because of the name we had at the time. So, we had to change to our current name,” said Masenamela, a postgraduate student at Wits. “Another reason was being able to compete in the national club championships. We needed a male team, so we had to source one. At that time, there was a team called Sunset Celtics, we merged with them to become and hold our current name.”

The 33-year-old also pointed out that after completing their studies, women’s playing options become few and far.

“Throughout the years, the focus has always been on the men, even when women gave out the best games or even filled venues,” said Masenamela. “With the little recognition we got, we asked ourselves, ‘How do we encourage young women to continue playing basketball after varsity?’.

“It’s a practical question… Because, like the boys we start playing at school, then there is varsity, and after that, the playing opportunities are limited. Meaning many of us stop playing.”

Masenamela continued: “So that is why you have more men playing after 25. Now women in the city know there is a club for them when they finish at varsity.”

 

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She believes the Finest, champions of the 2023 Tshwane Basketball League, have set a trend in the capital city, and others will follow suit and start their own clubs.

“This motivated other Pretorians to say we want to beat Finest. So other clubs were founded, that allowed for women to continue playing and helped in growing the game,” said Masenamela.

Part of growing the game in the city is creating exposure to opportunities for high school girls. Masenamela says their Celtic’s Festivals can be a potential gateway for younger players to access university while offering regular competition for the girl child.

“We want to empower young girls at the high school level, by exposing them to university players. They will also have a chance to interact with university coaches and managers it can help them access scholarships. That is our main focus,” said Masenamela.

Another area the Finest has paid attention to is building innovative partnerships. The club recently joined forces with content creation company Prolific Sports, owned by club player Gcina Panyana. Since the start of the relationship, Prolific Sports has produced social media content for the Celtic’s.  

Panyana, who occupies an administrative assistant role within the club’s structures, stated that the partnership between her company and the Celtic’s could foster growth for both entities.

“There is a business opportunity. Celtic’s have also provided us with a blank canvas. It’s an opportunity for Prolific Sports to execute the services that we have,” said Panyana. “It also allows us to grow in our profile and reach while showing our vision and the club’s vision.”

The Celtics-Prolific Sports partnership is pioneering at a district level, and Panyana hopes it can be an example of helping to grow the basketball ecosystem.

“Our focus is on women. There are other avenues that we want to grow in. We are not just basketball players, when we leave the court we go to our other lives. This could be in the corporate world or another space,” said Panyana. “So this can foster growth for the current businesswomen and future businesswomen. And possibly grow business for basketball.”