Potso Aphane has been a powerful catalyst for expanding the visibility of women’s sport, a passion that earned her the Endeavour AV Woman in Social Media title at the 2025 gsport Awards. While the reality of her win is still settling in, she reflected on the profound significance of receiving such an honour.
“I think it will take a very long time for it to sink in. It is a moment in history for me and my family, as it marks my first industry award. I am still in awe of what happened; it’s one moment I will never forget in my life.”
2025 Endeavour AV Woman in Social Media Winner, Potso Aphane
Aphane was a finalist in the same category in 2022 and says being able to finally win three years later shows her that her work is truly making a mark on the industry.
“It means everything to finally win this award; it means that I have gone back to the drawing board from 2022 to work hard on my craft to get it to the level that it needs to be at in order to finally be crowned winner.”
“It means that what I am doing and putting out there is being recognised and appreciated by those who nominated me, voted for me, and chose me as the eventual winner. It means that I am on the right path and has motivated me to push myself even more.”
She believes this award will launch her toward even greater heights in her career. “Winning this award was the missing puzzle piece I needed to put out more work and make more connections with other women in the sports industry.”
“It’s not just a win for me but for those who have given me a chance to tell their stories, and it will open more doors for me for those who may not know who I am and what I stand for as the founder of Basadi in Action.”
She shared that consistency has been an important part of what she does as she looks to #CloseTheVisibilityGap and adds that being persistent in storytelling has been made easy by her passion for her job.
“There’s a lot of great work that women in sports are doing and putting forward, so it’s easy to be consistent. I am inspired all the time by what other women are doing, and my passion for storytelling keeps me consistent, along with the support of my friends and family.
Aphane explained her relentless pursuit of her craft is inspired by the countless sportswomen who are shattering limitations, achieving remarkable success despite the odds.
“It’s really important to me because I see myself in those women who are out there constantly and consistently pushing themselves. I didn’t have anyone to tell my story when I was still young, up and coming as a student athlete all the way to my professional days, and that’s something that has made me commit to highlighting and increasing coverage of what women are doing in the sports industry from athletes, coaches, administrators, media officers, photographers, broadcasters, and all aspects of the sport.”
The founder of Basadi in Action says from her own examinations she has found that the coverage of women’s sport has definitely increased, and one mitigating factor is that information is now easily accessible.
“I see it when I do my research on the subject that I am working on. There’s more information available that I can work with and access, not just in South Africa but globally. That’s why I have also made a decision to look for more stories across Africa and internationally that need to be told and shared with others to make sure that all our women are represented and celebrated for their work.”
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She offered advice to media professionals eager to improve their coverage of women’s sport, emphasising that real change in newsrooms requires a dedicated and unwavering focus on women’s stories.
“The media can do better by dedicating spaces that focus on women in sports as much as they do on men. More platforms, such as tv, radio, and print, should have dedicated sections that highlight women and their work, events, and activities.”
“By giving it consistent visibility, not just during major tournaments, but year-round. We need to tell the stories of athletes as athletes first, with the same depth, respect, and resources given to men’s sports, because equal coverage drives equal opportunity.”
On a personal note, Aphane is hoping she will be able to turn Basadi in Action into a household name, as she looks to create gender parity when it comes to the coverage of women’s sport.
“The goal is to make Basadi in Action an internationally recognised publication and social media platform that is known and trusted to cover women in sports challenges, achievements, and opportunities. To form partnerships with brands and sports personalities, and grow the brand of women who are working tirelessly to achieve their goals and dreams.”
“When people think of women in sports, I want them to think of Basadi in Action to be one of their trusted and valued sources of information, just like gsport.”
She advised those who are looking to begin their career in social media to jump in: “Start where you are, with what you have, and have faith and confidence in yourself!”
“Step into every space with confidence, even if you’re the only woman in the room. Trust your voice, be curious, and keep learning. Your perspective matters, and by telling authentic stories, you’re not just making your mark—you’re opening doors for the next girl who comes after you.”
Main Photo Caption: Potso Aphane’s work has been a powerful catalyst for expanding the visibility of women’s sport, a passion that earned her the Endeavour AV Woman in Social Media title at the 2025 gsport Awards, in Johannesburg on Saturday, 30 August 2025. Photo: Sachin du Plooy Naran / gsport
Photo 2 Caption: While the reality of her win is still settling in, she reflected on the profound significance of receiving such an honour. Photo: Supplied
Photo 3 Caption: Aphane’s relentless pursuit of her craft is inspired by the countless sportswomen who are shattering limitations, achieving remarkable success despite the odds. Photo: Sachin du Plooy Naran / gsport
Photo 4 Caption: “Step into every space with confidence, even if you’re the only woman in the room,” Aphane encourages. “Trust your voice, be curious, and keep learning.” Photo: Supplied
Photo 5 Caption: “The media can do better by dedicating spaces that focus on women. More platforms should have dedicated sections that highlight women and their work, events, and activities.” Photo: Paul Mukwevho / gsport
