In Actonville, where Benoni Spurs was established in 1978, football has become part of a community tradition spanning nearly five decades. Its annual tournament brings young players together through a shared love of the game, giving them an opportunity to participate in organised sport.
This year, Standard Bank Shari’ah Banking has backed the club, supporting a grassroots initiative that uses football to encourage youth development. The partnership also raises broader questions about how financial institutions can contribute to South African communities beyond the services they provide.
For Head of Shari’ah Banking at Standard Bank, Mohammed Ameen Hassen, the decision to support Benoni Spurs reflects the importance of investing in communities where meaningful work is already taking place. The club’s longstanding presence made it an opportunity to support an initiative with an established connection to the people it serves.
South Africa faces challenges that cannot be addressed by a single intervention. Unemployment and poverty affect communities in different ways, while substance abuse creates further difficulties for young people. Responding to these issues requires sustained investment across society. Grassroots sport is one part of that response, offering young people a place to participate and develop a sense of belonging.
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The value of grassroots football
Football occupies a significant place in South African life. From informal games in neighbourhood streets to organised tournaments, the sport brings people together across communities. The 2010 FIFA World Cup offered a particularly visible example of its ability to unite the country around a shared experience.
At community level, that potential takes on a more personal meaning. A football club can give young people a structured environment in which to spend their time. It also provides an opportunity to form friendships and pursue an interest that may develop into a longer-term commitment.
For those facing difficult circumstances, participation can offer a connection to a wider support network. Being part of a team gives young players a shared purpose and a reason to remain engaged with their community.
Benoni Spurs has been part of this community landscape since 1978. Its annual tournament brings together thousands of young footballers, giving them an opportunity to play while becoming part of a larger sporting gathering.
The club’s work also speaks to the role sport can play in addressing social challenges. Organised activities can offer young people a constructive alternative to spending time in environments where they may be exposed to substance abuse.
For Hassen, supporting these initiatives forms part of a broader understanding of corporate responsibility.
“We have to take a multi-faceted approach to the restoration of our country and the rebuilding of our country in the areas that they are broken,” he says.
The argument is not that sport can resolve South Africa’s challenges on its own. Rather, community development requires investment in different areas, with each contributing to a wider effort to improve people’s circumstances.
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Beyond banking products
Standard Bank’s involvement with Benoni Spurs also raises a broader question about the role financial institutions can play in South African society.
Banks are often understood through the products they offer and the interest rates they charge. Yet their influence extends into the wider economy through financing and community investment.
Hassen describes this responsibility through two central obligations. The first is protecting shareholder value by ensuring the bank remains sustainable. The second is safeguarding the money entrusted to it by customers.
As a major financial institution, Standard Bank must maintain the confidence of those who rely on it to manage their money while pursuing sustainable growth. This requires effective governance and careful management of financial resources.
However, the bank’s contribution to society is not limited to its balance sheet. Through commercial partnerships, it can support businesses and contribute to economic growth. Its corporate social investment work also provides opportunities to support initiatives that address needs within local communities.
Hassen argues that focusing on one area while neglecting others would limit the country’s overall progress. Investment in the financial sector matters, but so does investment in organisations working directly with communities.
The partnership with Benoni Spurs represents one way of extending that support to grassroots development, where local organisations are already creating opportunities for young people.
Shari’ah banking opens its doors wider
The partnership also brings attention to a part of the financial sector that remains unfamiliar to many South Africans. Although Shari’ah banking is often associated exclusively with Muslims, its customer base extends beyond religious boundaries.
Hassen estimates that between 35% and 40% of customers in the Shari’ah-compliant financial services industry are non-Muslim. This suggests that the principles underpinning these products can appeal to people with different backgrounds.
Islamic finance developed to enable Muslims to manage their finances in accordance with Islamic principles, particularly the prohibition of interest. Over time, its approach has attracted customers interested in alternatives to conventional financial arrangements.
Shari’ah-compliant investments exclude certain industries from their investment universe. These include alcohol, tobacco and weapons, alongside other activities prohibited under the relevant principles. For some customers, these restrictions are an important consideration when deciding where their money should be invested.
Others may be interested in the ethical principles associated with the system or simply want to understand the options available to them.
The range of Shari’ah-compliant financial services in South Africa has expanded considerably. Customers can access products across banking, asset management and insurance, with established financial institutions offering services that increasingly match the accessibility of conventional alternatives.
For Hassen, the terminology itself remains a consideration. Describing the products as Islamic or Shari’ah-compliant can create the impression that they are intended for a particular religious group, potentially discouraging other customers from exploring them.
Greater awareness of how these products work could help people make informed decisions based on their financial needs rather than assumptions about who is eligible to use them.
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A changing financial landscape
Hassen’s career has unfolded alongside the development of Islamic finance in South Africa. After initially studying law, he changed direction towards economics, with Islamic Studies as his second major. He later pursued further studies in Islamic finance before entering the industry as one of its early sales representatives.
At the time, the concept was still relatively new to the South African banking market. Much of the work involved introducing customers to a different approach to financial services and explaining how it could meet their needs.
Since then, Shari’ah-compliant offerings have become more widely available. Major commercial banks and standalone Islamic banks now contribute to a market that gives customers a broader range of choices. Asset managers have also expanded their Shari’ah-compliant investment capabilities, while insurers have begun introducing relevant products.
This development has created opportunities for the industry to reach new customers while continuing to serve those seeking financial products that align with their religious obligations.
Hassen’s experience also highlights the responsibilities that accompany the growth of a financial institution. Customers entrust banks with money they have worked hard to earn, often relying on these institutions to protect their savings and preserve their purchasing power.
Maintaining that trust depends on responsible management and effective governance. It also requires an understanding of the needs of the people who use these services.
Making community investment sustainable
Corporate sponsorship can help grassroots organisations extend their reach, but its value depends partly on what happens after a particular event has ended.
For a club such as Benoni Spurs, which has served its community for almost five decades, sustained support can help maintain the structures that allow young people to participate in sport. It can also help the organisation reach more participants.
Hassen draws on Standard Bank’s 165-year history to illustrate the time and commitment involved in building an enduring institution. Longevity is not achieved through a single decision, but through continued work and the ability to maintain relationships over time.
The same principle applies to community development. Grassroots organisations need more than temporary visibility if they are to continue creating opportunities for the people they serve. Corporate partnerships can provide valuable resources while allowing established organisations to build on the work they already do.
The relationship between a major bank and a local football club may appear to operate in very different spheres. Yet both depend on trust and a sustained commitment to the people who rely on them.
Standard Bank Shari’ah Banking’s support for Benoni Spurs shows us how corporate investment can reach beyond traditional financial services and contribute to community initiatives. In a country facing complex social and economic challenges, grassroots football remains one area where sustained support can help create opportunities for the next generation.
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