Aseza Hele: The Springbok Women’s heroine South Africa needs

One suspects that the average South African couldn’t give two hoots about the Kansas City Chiefs. After all, in the world of sport – whether the Americans would like to admit it or not – American football doesn’t really resonate with many outside of the US.

For sure, there will be an enthusiast here and there amongst us, but almost exclusively the talk of weekly sporting debates will be soccer, rugby and cricket – in that order – with an odd reference to Akani Simbine or the Proteas senior netball team thrown in for good measure. Perhaps the latest defeat of Dricus du Plessis will also make a talking point.

Nonetheless, the recent engagement of tight end (who knows what that is and, to be honest, I couldn't be bothered) Travis Kelce and pop icon Taylor Swift (I will admit that one album of hers … 1989 … is a bop) has reminded all and sundry of the power of good brand association.

By all accounts, since those two became an item, the social media output of their romance has flooded platforms ad nauseam. The interest and audience in the Kansas City Chiefs grew impressively during last season’s NFL campaign, with spikes in non-traditional audiences whenever Swift was in the stands.

Moreover, sports editors have reportedly noted unusual traffic surges on Chiefs-related content from regions with little American football tradition, including markets such as the UK, South America and Asia, thanks to Swift’s fanbase.

A purist might baulk at the very notion of it, but there is no doubt that celebrity and sport now go hand in hand.

The ongoing Women’s Rugby World Cup has a handful of such personalities – Ilona Maher is certainly one of them. Her 1.4 million-plus followers on Instagram put her front and centre on the global stage, where she mixes humour, authenticity and athletic prowess in a way that transcends the sport itself. It is a pity that Maher doesn’t have a strong team around her to back up that status.

England’s Ellie Kildunne and Sarah Bern, New Zealand’s Portia Woodman-Wickliffe and Ruby Tui, Canada’s Sophie de Goede, and France’s Pauline Bourdon all illustrate the same point. They are more than just brilliant rugby players; they are recognisable faces, marketable characters and, crucially, magnets for audiences who might never have tuned in otherwise.

And this is where South Africa finds itself at something of a crossroads. The Springbok Women have improved vastly since Covid‑19 on the field, their opening 66‑6 demolition of Brazil proof of growing depth and skill. But off it, they still lack that singular figure who can break through into the mainstream.

I would like to humbly put forward Aseza Hele for consideration. The 30-year-old was a menace against the Brazilians this past weekend, and you would expect that for the Bok Women to beat Italy on Sunday in a crucial pool clash – and thereby put one foot into the next round – she will have to terrorise that team as well.

She evokes all the attributes that South African rugby connoisseurs enjoy – big and brash, she is a bruiser who smashes her way into opposition with wanton destruction and glee. If she does get knocked back, no matter, she brushes herself off and continues the fight.

Alongside Bok captain and legend Nolusindiso Booi, Nadine Roos and Byrhandré Dolf, she could capture the hearts and minds of South Africans in the same manner as Siya Kolisi, Eben Etzebeth, Faf de Klerk, Cheslin Kolbe and their ilk.

For the Springbok Women, the path to national prominence is no longer just about winning matches – it’s about capturing supporters and inspiring the next generation of talent. Hele, with her power, charisma and never-say-die spirit, has the tools to be that figurehead. She could become the face of the team, a household name whose presence draws eyes, clicks and conversations far beyond rugby’s traditional circles.

South Africa needs heroines who embody the game and ignite a nation’s passion. Hele has the potential to do just that. Now it is up to the public, the team and stakeholders from across the spectrum to ensure she – and the Springbok Women – get the recognition they deserve.