Cato Louw has built herself into a household name in sports broadcasting and her star power is being recognised with her latest move. She joined the breakfast show of GoodHope FM as its new sports presenter after spending nine years at Primedia Broadcasting.
“I am thrilled to be in a position to be able to make this move. I’ve worked for a long time – consistently and it does pay off. In my nine years at EWN Sport, I’ve kept at it, learned, built a brand, and found my voice in the radio space for me it’s just the perfect time to add a new chapter to my career.”
Seasoned Sports Broadcaster, Cato Louw
She went on to say that on a personal level, she can’t really verbalise what it means to be recognised as an experienced sports broadcaster.
“It’s the stuff you dream of. People work hard in this industry and 95 % of it is not as glamorous as it may seem, it’s unpredictable hours, you away from home, you work over weekends – so that’s what makes just being seen as “experienced” so satisfying it means it all works out if you keep at it.”
With over a decade of experience in the industry having started her radio career at Stellenbosch University, Louw shared that there is a distinct ‘women’s club’ that is growing in sports media.
“I remember when I started and I saw another woman at a press conference or in the media centre – I immediately felt so chuffed like ‘look at us!’ Now the women’s club is growing and that is the whole point. There is an opportunity for all of us and space for us. It’s a privilege to be part of the ‘women’s sports club’ – and I hope it continues to grow and we continue to see women take up space.”
Louw is a well-known face when it comes to rugby in the country as she has been part of SuperSport’s coverage of the Varsity Cup and is also a familiar voice at the HSBC Cape Town SVNS. East Londoner is also a successful content creator where she shares her life as well as a sports vlog aptly named ‘The Louw-Down’ where she chats about the the latest sports news. She shared what lessons the industry has taught and how she has used it to propel her career in a positive direction.
“You need to be able to think on your feet. Take control, especially in a live broadcast environment, and do more research than ‘necessary’ – information is power. You can guide a conversation with anyone at any time if you do all the research. Also, be comfortable with being you, there’s no point in trying to be someone else – it shows in a broadcast. That confidence in yourself, find it and own it. You have to keep at it, consistency can feel boring at times but that’s the building block”.
The charismatic broadcaster says that gaining a wealth of experience over the years has not only filled her with gratitude but has lit a fire to achieve more.
“Being able to work in spaces with some of the world’s best broadcasters – both in front of the camera/radio and behind it. Sometimes I still have to pinch myself that I get to call people I grew up watching/listening to my colleagues. I still can’t believe they even know my name it’s surreal.”
“I loved being on CapeTalk and KFM, broadcasting all across various tournaments for SuperSport and telling important sports stories – getting the magic of sport out there for everyone.”
“Recently, being able to stadium announce at the HSBC Cape Town Sevens is a new challenge which is also something I never thought would happen. Being part of the Varsity Cup – starting as a volunteer and eventually anchoring their games is super special.”
“Another highlight is seeing how these productions work from the inside out – how many hands on deck are needed to bring it to life. Amazing.”
Louw advised women who are looking to join sports broadcasting to garner all the information they can to be a step ahead as they look to make their career a success.
“Gather all the knowledge – whether you consume all the sports news daily, read books, or work as a volunteers at local tournaments and sports events. Knowing how something works, a team functions from the inside out is a superpower.”
”Do it all! Sometimes it’s going to be free but think of the long-term goal. Also, be nice to people who work alongside you – from the groundsman, barman, media officer, coach, player – everyone.”
She is a former Women in Radio winner at the gsport Awards and was on the Presenter Squad for the 2024 edition of the event. Louw says being seen at such a prestigious event and patterning with a brand like gsport has certainly catapulted her career in the right direction.
“Look at my new gig! I’ve benefited immensely from it. Not only when it comes to recognition in the industry, but also finding that confidence in yourself thanks to being around these women at the awards and the knock-on of those relationships. Being a girls girl is the best!”
It’s a big year for women’s rugby and Louw wants to play a role in ensuring the Springbok Women get the coverage they deserve at the World Cup later this year.
“It’s your time to shine! You are doing the work, we see you and we (the media) are there to lift you, so grab this era by the horns and run with it. I can’t wait for the Women’s Rugby World Cup in England and I know the Springbok Women are ones to watch – that’s our team and we need to show them all the love.”
Main Photo Caption: If you mention the name Cato Louw many sports fans will know about this charismatic presenter, who has become a top name in the broadcasting industry. All Photos: Supplied
Photo 2 Caption: Cato Louw has built her brand into a household name in sports broadcasting, and her star power is indisputable.
Photo 3 Caption: Louw recently joined GoodHope FM as its new breakfast show sports presenter, and she is looking forward to her next challenge.
Photo 4 Caption: Louw advised women who are looking to join sports broadcasting to acquire all the information they need to take a step forward.
Photo 5 Caption: “Gather all the knowledge – whether you consume all the sports news daily, read books, or work as a volunteers at sports events.”
Photo 6 Caption: Louw is a former Women in Radio winner at the gsport Awards, and was on the Presenter Squad for the 2024 edition of the event.
Photo 7 Caption: The charismatic broadcaster says that gaining a wealth of experience over the years has lit a fire within her to achieve even more.
