From hosting the 2022 FIFA Soccer World Cup in Qatar to showcasing the ICC Women’s T20 Cricket 2023 at Boland Cricket Stadium, Natasha Petersen is executing her passion for people, her love for cricket and her good taste in music selection perfectly all at once.
Paarl is one of the stadiums along with Newlands, Cape Town and St George’s Park in Gqeberha, where the T20 World Cup will be showcased between 11 and 26 February.
Ten international teams have recently played against each other on three of South Africa’s globally known cricket stadiums. International fans came to show their love and support for their cricket teams. “Seeing how international teams play against each other at Boland Cricket Stadium this past week was a great day for T20 cricket,” Petersen explained.
Born and raised in Retreat, Cape Town, Petersen has been part of the sport entertainment industry for over 20 years. “My direct interactions with Qatar 2022, an organisation created by the Qatar Government and FIFA to deliver the FIFA World Cup Qatar 2022,” he said. “The Q22 Recruitment Team started in mid March 2022, when I was invited for a first interview. The next step in the recruitment process was a second interview, a Technical Assessment and I had to compile and present a Case Study as part of the final steps. In early April the necessary reference checks were done, and I received the official offer around 26th April, and in May I was getting on a plane to start the journey.”
In mid-May last year Petersen left her family, for eight months and embarked on her journey as Venue Logistics Manager and Site Logistics Coordinator at Lusail Stadium, Qatar. “I was responsible for planning and delivery, implementation and supervision of the overall Venue Logistics operations at Lusail Stadium. The Stadiums are the centrepiece of the operation of a football tournament with a large amount of goods and material needing to be delivered, handled and returned after.”
Petersen said it was best to get to become familiar with a few social norms and etiquette that is required if you work and live in an Arabic country. “Life in Qatar is a unique fusion of modernity and cultural tradition. While the country and city is fast becoming a modern up-and-coming global hub—you can still find heritage, traditions, and culture at the heart of everything they do, and in every detail of your surroundings.”
One of her responsibilities was to provide support on Match Days, specifically to the teams when they arrived and departed from the stadium. So moving all their kit and equipment into their dressing rooms in the competition areas. “It was a very professional environment,” said Petersen, “so even though you might be standing in the corridors and players like Messi or Ronaldo, Mbappe, Hakimi, Neymar or Alvarez pass you by, you have to at all times remain calm and professional.” She mentioned the players have their job to do, and one has one’s own to fulfil, so one cannot just go up to them and ask for a selfie or autograph.
“Lusail Stadium is the biggest stadium (80 000 capacity) in Qatar, having hosted the final game and closing ceremony of the 2022 FIFA World Cup.”
According to Petersen, James Fortuin, CEO of Cricket Boland and Boland Park Stadium, had brought her on board to support his team as the Local Marketing Lead for the ICC T20 Women’s World Cup, of which three double-header match days were hosted at Boland Park.
“My scope includes community engagement by creating awareness of this tournament, being a spokesperson for Boland Park doing media interviews and enhancing the experience of the spectators. For two weeks in January our community project involved visiting schools in certain parts of the Western Cape, where we showed learners of local schools the ICC trophy so they can have a understanding for the tournament.
“I’ve always loved working with people and have had a passion for music and sport, which I was blessed enough to be able to turn it into a career,” she said. As a child, Petersen always wanted to be a flight attendant, but that dream was shattered when one of the children on the playground told her that she was just too short. That made her realise she had to pursue a new dream. “Growing up, my family was actively involved in church events, so I learnt the lessons of teamwork and putting events together from a young age.”
Being a role-model for many young girls, Petersen said, encourageous them to reach their goals. “We know children form part of the excitement and entertainment of the match build, so the parents can also share and enjoy the fun with them.
“As ’n meisie van die Kaap dit kan doen so kan jy,” is an ongoing sage refrain from her for many young people. “My family loves cricket. My husband Robin and son Ross currently play club cricket and my daughter Tess also plays cricket and is involved in cricket administration, and has managed a Club Women’s Team.
“I have also been involved in Club cricket administration as a club secretary for some years,” she said. Off the field and away from sports entertainment, Petersen has a passion for music. When not involved in sport events she focuses on music festivals. Petersen’s family says they are extremely proud of her accomplishments, because it’s a reward for her hard work, perseverance and sacrifices over the years. “It has not been an easy road, but she loves what she does so we support her,” they said. “The tricky thing is that maintaining a work-life balance (especially for women), with all my roles as a wife, mother, daughter, business woman, is almost like tiptoeing on a rope, while carrying a bucket of water on your head, and twirling a hula hoop around your hips. It can be done, but it’s not easy to do long term. It’s important to realize that it’s impossible for everyone to do everything. I think that it’s all about making room for what matters the most.
“Instead of trying to have it all decide what is really important and let the rest go. And most importantly you have to create a circle of support around you and ask for help when you need it. To strike that perfect balance you have to let your intuition guide you, because it looks different for every woman. There is no right or wrong; figure out what suits you the most and work with it.”
