HERstory: Natalie Barlow

By Humairaa Mayet

Edited by Tasmiyah Randeree & Imaan Moosa

Natalie Barlow, the first woman in Africa to obtain the UEFA Certificate in Football Management, talks to us about her experiences as a woman in a largely male-dominated field.

Natalie Barlow strongly advocates for the presence of women in sports management. Photo: Provided

Natalie Barlow, Marketing Brand Manager of Cape Town City Football Club (F.C.), is breaking barriers in the realm of sports management. Barlow is not only the first South African, but the first woman in Africa, to have achieved the Union of European Football Associations (UEFA) Certificate in Football Management.

Sports management around the world, and more narrowly in South Africa, is dominated by men. Whether it be football, rugby, or cricket, a majority of the managers — and a majority of the players — in these fields are men. Women’s sport is often cast to the sidelines, as is the role played by women in sports management.

In a male-dominated industry, aspiring women need to see the possibility of earning positions of leadership and feel that it is an attainable goal.

Cape Town City F.C. and UEFA have both played a massive role in Natalie’s career. Photo: Provided

Barlow grew up surrounded by a family that was passionate about all kinds of sports. This nurtured her love for sports and the beautiful game of football in particular.

Holding a qualification in project management and working at Bloemfontein Celtic F.C. inspired Natalie, who has always been an avid sports fan, to pursue a career in football management.

The UEFA Academy

The UEFA Certificate in Football Management is an incredibly prestigious achievement, which entails a rigorous year-long program, culminating in graduation. The program educates participants on relevant issues in the world of football, such as operational management, the organization of football around the globe, marketing and sponsorship, strategic and performance management, event and volunteer management, and media, communication, and public relations.

'Not your typical football club brand manager.' Photo: Provided

Beginning her journey in August 2019, Barlow worked toward achieving the certificate: beginning with an induction into the UEFA Academy, followed by her attending two face-to-face seminars — the first at the UEFA Headquarters in Switzerland and the second split between the Wembley Stadium and the London Stadium in Britain — among an array of online seminars. The program lasted 12 months and was concluded in a virtual graduation ceremony as a result of the coronavirus pandemic.

The UEFA Headquarters in Switzerland

A qualification of magnitude and prestige will undoubtedly assist in propelling forth the team Natalie manages, and she aims to make use of the knowledge gained during the program to maximize the successes of Cape Town City F.C.

Working as the marketing brand manager of a football club is no easy feat so Natalie starts each day with a hot cup of black coffee. Her responsibilities include the oversight of the events, merchandise, marketing, sponsorship, and media portfolios. She is also tasked with ensuring that everything, from campaigns to daily activities, aligns with the brand of the football club.

[My time as the Marketing Brand Manager of Cape Town City F.C.] came with ecstatic highs, hard work, and a big sense of accomplishment as we endeavoured to make the football experience a rich one for the City of Cape Town and South African football. It was a cherry on top of the cake that we even won the Telkom Knockout Cup. That made all the hard work worthwhile for me.

Sports management, like everything else, has been significantly affected by COVID-19. “Football evolves and the importance of adapting to the changes is imperative,” says Barlow. She says Cape Town City F.C. has strived toward acclimatizing to this new way of life.

‘Yes, of course, you can play football in heels!’ Photo: Provided

The field of sports is, unfortunately, seen as a playground for men. As a woman, within the male-dominated arena, Natalie has had several challenges to overcome and in doing so, hopes that she has paved the way for women in the years to come.

“I believe that by being afforded the opportunity to complete this distinguished program, I can inspire more women to believe in themselves and make the most out of these opportunities that are now available to all of us,” says Barlow.

In order for women to move from the periphery to the centre of sports management, they must throw their hats into the ring. Whether it is a team of men or women, women are perfectly capable of working as sports managers. As sports in South Africa is in a constant state of flux, now is as good a time as any to pursue such an opportunity.

Gaps that exist for women in sports administration and management

Having accomplished such a phenomenal accolade, Natalie has set her sights on the Executive Master in Global Sports Governance (MESGO) program, which is also hosted by the UEFA Academy. It is a highly acclaimed, exclusive programme for sports industry leaders who are looking to strengthen their strategic thinking in evolving the world of global sports governance.

My main reason for pursuing the UEFA Certificate in Football Management course was to bridge the gap between the level of football governance at a club level and make a difference in South African football.

Barlow believes that the expertise she will gain from the MESGO program, coupled with what she has learned during the Certificate in Football Management course, can be used to better not only herself but her team too.

The Executive Master in Global Sport Governance offered by UEFA

We are already seeing women rising to positions of power through hard work and dedication. Women who are in these positions and push the boundaries will open the doors for the generations of women that follow.