Athlete ready to start a race.


ProTouch Africa’s mid-week writing series in association with The Players NIL (Name, Image and Likeness) is designed to empower athletes to take control of their image in a way that will benefit their career. Not only is our team committed to the development of African athletes but we are working closely with The Players NIL to make their course more applicable to the African context.


The ‘Empowering Athletes’ series returns with an in depth look at the fourth pillar of The Players NIL course; the importance of understanding philanthropy and its impact on a community.


Philanthropy, rooted in giving and helping others, can significantly impact individuals, communities, and society. Philanthropy embodies the spirit of compassion and generosity towards those in need.


In South Africa, indigenous philanthropy finds its roots in the philosophy of “ubuntu,” emphasizing the importance of community, solidarity, and sharing. This practice, showcases the power of reciprocity and cooperation among individuals. From sharing food and resources with neighbours to providing support during challenging times, philanthropy in South Africa thrives on the belief that together, we can promote survival and progress.


Engaging in philanthropy and community service benefits those in need and brings about psychological well-being for the individuals involved. Research has shown that regular volunteers experience higher happiness, life satisfaction, and self-esteem than those who do not engage in such activities.


Motivations for philanthropy can vary, ranging from a genuine concern for others to aligning personal values with the causes supported. Factors such as reputation, awareness of needs, solicitation, and the belief in one’s ability to make a difference also drive philanthropic actions.


There are numerous ways individuals can get involved in philanthropy on their own. Whether volunteering at local organizations, collecting donations for shelters or food banks, assisting senior citizens, or supporting specific causes through fundraising efforts, every act of kindness can create positive change.


Athletes, in particular, have a unique platform to make a difference through philanthropy. By leveraging their influence and resources, athletes can inspire and uplift communities. Examples like Simone Manuel, who implemented an inclusion rider in her sponsorship contract to ensure meaningful opportunities for underrepresented groups, showcase how athletes can use their platforms to promote equality and social progress.


Philanthropy and community service can transform lives and create a better world. By embodying the principles of compassion, generosity, and solidarity, individuals, including athletes, can make a meaningful impact and leave a lasting legacy of positive change. Each act of philanthropy, no matter how small, has the potential to create a ripple effect, inspiring others to join in the noble pursuit of making the world a better place for all.


Photo Credit: Braden Collum on Unsplash



PROTOUCH AFRICA is a purpose-driven and for-profit Sports Tech, business founded in 2016 with the purpose to enable African Athletes to perform on the World Stage. It is pioneering new ways for fans to interact and engage with their favourite teams, leagues and athletes and enable alternative revenue streams.


ProTouch Africa’s Podium Pursuit Project is focused on creating a transparent and sustainable funding mechanism for the next generation of African Athletes. Its vision is to launch the World’s first fan-owned impact investment platform for African Athletes, by assembling an ecosystem of top-performing athletes, their fans and the brands that support them.


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