Canoliah Hoofd Driving Marketing and Strategy Across UCT Sports

In university sport, the spotlight is often on athletes on the field of play. But behind every growing programme, every expanding women’s team, and every structured sporting environment, there are people shaping the systems that make progress possible.

At the University of Cape Town, Canoliah Hoofd is part of that foundation, working across marketing, communications, and student sport structures to help build visibility and alignment across multiple sporting codes.

Her journey into sport began long before she took on leadership roles in marketing, rooted in culture, creativity and early exposure to movement and performance.

“My passion for sport started in my hometown, where rugby is a big part of the culture. I fell in love with the discipline, structure, and mindset behind the sport. In school, I mainly did long-distance running, but at university I was exposed to a wider range of sports. 

“As a dancer, I naturally gravitated towards cheerleading, inspired by films like Bring It On. That experience shaped my journey and deepened my love for sport, discipline, and performance.”

Head of Marketing for UCT Sports, Canoliah Hoofd

That early connection between discipline and creativity would later shape her academic and professional direction in sport.

Her entry into sports marketing was not planned as a fixed career path, but rather something that evolved through involvement and curiosity within university sport structures.

“My journey started in cheerleading, where I began creating content for fun. I developed a passion for marketing and, in my second year, became more intentional about it. I later led marketing for UCT Cheerleading before stepping into a broader role within the Student Sports Union, working across multiple sports and developing both creative and administrative skills.”

As her responsibilities grew, so did the scale of her work across the university sporting ecosystem.

“In 2025, I served as Head of Marketing for UCT Cheerleading and later joined the Student Sports Union as Marketing and Publicity Officer for UCT Sports, where I now contribute to overseeing marketing across all sports clubs.”

Her current role reflects the intersection of creativity, leadership, and structure within sport, particularly at a university where multiple codes operate simultaneously under one sporting umbrella.

“My role combines creative and administrative work. I manage UCT Sports’ digital platforms, create content, and attend events.”

“I also oversee the marketing heads of over 30 sports clubs, ensuring alignment with the overall UCT Sports vision,” says Hoofd. “I facilitate communication between clubs and administration, run meetings, and help build structured systems across all sporting codes.”

This evolution from content creation to systems thinking has been one of the most important shifts in her development.

“My biggest lesson has been transitioning from purely creative work to understanding systems and strategy. I’ve learned that strong marketing is not just content creation, but structure, planning, and leadership.”

At university level, she has witnessed gradual but meaningful progress in women’s sport, particularly in the expansion of opportunities across traditionally male-dominated codes.

“Women’s sport at university level is growing steadily. There is increasing inclusion beyond traditional sports, with the development of teams like women’s rugby and women’s cricket. While progress is ongoing, universities are actively creating more opportunities and visibility for women in sport.”

That shift, she says, is especially visible in how women are now participating in high-performance environments that were previously less accessible.

“A major advancement is the increased visibility of women in high-performance, traditionally male-dominated sports like rugby. Athletes such as Dampho Kwayine represent this shift, showing that women can compete at a high level while balancing academic life.”

However, she also acknowledges that visibility and growth must be supported by intentional investment and storytelling. “We need consistent media coverage, stronger investment at grassroots and university level, and better storytelling of women athletes.”

“Platforms like gsport4girls are doing important work, but broader collaboration between sponsors, universities, and media is essential to elevate visibility.”

Her perspective on gsport reflects its importance in shaping narratives around women in sport.

“gsport4girls plays an important role in elevating women’s sport in South Africa. Their storytelling and consistent visibility help shift recognition and build stronger support for women athletes across different levels.”

Working within university sport has also given her a deep appreciation for student-athletes and the discipline required to balance multiple demands.

“I enjoy the discipline, structure, and system behind university sport. I deeply admire student-athletes for balancing academics and training. Being surrounded by people who consistently show up and commit to their goals is inspiring and motivates me in my own role.”

That same discipline carries into how she manages her own academic, professional, and personal commitments.

“Balance for me comes down to discipline, structure, and intentional prioritisation. I start by disciplining myself in the gym, each rep represents the mindset I want in life. That same discipline carries through into how I approach my studies, work, and leadership roles.”

She sees her different roles not as separate responsibilities, but as interconnected parts of her development.

“I am committed to the goals I set for myself, and I prioritise academics as the foundation. Everything else, including building my personal brand, sport involvement, student leadership, and my role as a brand ambassador, becomes an extension of developing my academic and professional portfolio.”

“These experiences are also important for building my network, gaining exposure, and developing myself beyond the classroom. It’s about ensuring that everything I do adds value to my long-term growth while staying grounded in discipline and consistency.”

Mentorship has also played a role in shaping her understanding of sports marketing and leadership.

“I’ve been fortunate to learn from many people. Zomusa Thango has been a key influence in sports marketing, especially in how she builds and promotes sport as a brand. Beyond that, my mentors include sports coordinators, coaches, peers, and colleagues but each contributing different lessons that have shaped my growth.”

In terms of inspiration, she draws from athletes who reflect discipline, resilience, and professionalism.

“Zintle Mpupha inspires me greatly. Her discipline, resilience, and success in a physically demanding sport reflect the kind of strength and professionalism I admire, especially as someone passionate about rugby and women in sport.”

Her advice to young women entering sport is grounded in experience and consistency.

“Start where you are and be consistent. You don’t need the perfect opportunity, just begin. Stay disciplined, be open to learning different areas of sport, and don’t limit yourself. Most importantly, believe in your voice, take up space and ‘Blom waar jy geplant is‘.”

Looking ahead, she sees her future firmly rooted in sports marketing and creative direction.

“In five years, I see myself working as a sports marketing agent and marketing manager, supporting athletes and brands. I aim to run my own marketing agency that connects sports, brands, and creative industries. I also want to integrate dance and performance into brand campaigns, creating dynamic storytelling that blends sport, movement, and advertising.”

Canoliah Hoofd’s story is defined by steady progression into the systems that support sport itself. Her work reflects a growing recognition that visibility, structure, and storytelling are just as important as performance on the field.

And as women’s sport continues to grow at university level and beyond, it is these behind-the-scenes roles, often less visible, but deeply influential, that will shape what comes next.

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Main Photo Caption: Canoliah Hoofd, Head of Marketing for UCT Sports, draws on her background in cheerleading, dance, and content creation to help build visibility, structure, and alignment across more than 30 sports clubs at the University of Cape Town, while championing the growth of women’s sport at university level. All Photos: Supplied

Photo 2 Caption: Hoofd combines creative and administrative work overseeing marketing across more than 30 sports clubs at UCT Sports.

Photo 3 Caption: She says: “I am committed to the goals I set for myself, and I prioritise academics as the foundation.”

Photo 4 Caption: Hoofd credits discipline, structure and consistency as the foundation of her academic, professional and leadership growth.