Salamatu Ahmed, Ghana’s only female Hausa sports broadcaster

In a field long dominated by men, she has turned her microphone into a tool for change, amplifying women’s voices, promoting gender equality, and challenging deep-rooted stereotypes in sports journalism.

In Ghana’s media landscape, espe­cially in the arena of sports, Salamatu Ahmed stands out. Not just as the host of Iqra Radio’s popular morning show, but as the country’s only female Hausa sports broadcaster.

From humble beginnings in Lagos to an influential voice behind the micro­phone in Accra, her journey is one of boldness, resilience, and purpose.

“I grew up in a close-knit neighbour­hood in Lagos where everyone looked out for each other,” she recalled in an interview with The Spectator on Monday. “There was no discrim­ination. I could enter any house, share a meal or even sleep over with­out rais­ing eye­brows. That spirit of unity shaped my values.”

She said, her love for broadcasting was sparked by her father, who was an athlete and devoted news watcher. Her father loved sports and news and re­counted how she used to sit with him, watching the newscasters and wonder­ing how they memorised so much.

“I later found out they used a tele­prompter-what a relief!” she said with a laughter.

Salamatu’s passion for football heightened during the France ‘98 World Cup. “I watched almost all the matches. That tournament made me fall completely in love with the game,” she said.

But it was not until years later that broadcasting became a real career path-and quite unexpectedly.

She recounted how a friend of hers was managing Hijra TV asked her if she knew anyone who could do Hausa sports for the TV station.

She grabbed the opportunity as she was not working at the time, saying “so I offered myself,” she explained. “That was how it all started.” From Hijra TV, she moved on to Baina TV and even­tually found her home at Iqra Radio.

Though her original dream was to become an English-lan­guage sports anchor, Hausa unexpectedly became her break­through. “People always ask how I manage to do it in Hausa, and the fascinat­ing part is I am a woman doing it. That’s what truly sets it apart.”

But the journey has not been without hurdles. As a woman in sports media, she has had to fight for access and respect.

“It is always difficult getting interviews. Some male counterparts do not like sharing contacts or information,” she said.

Salamatu recounted how early on, men would ask for sexual favours in exchange for job opportunities. She said it got so discouraging that she left job-hunting for a while and ventured into business instead.

Now firmly established in her field, she uses her platform not only to cover sports, but to push for systemic change. As a panelist on various forums and a vocal supporter of women’s football, Salamatu has advocated for increased investment, better pay, and more opportunities for female ath­letes.

“Why should male footballers be paid more for doing the same job?” she quizzed during the conversation. “Fe­male athletes often do not get bonuses or incentives that make life easier for them. People label us feminists for speaking out-but isn’t it just fairness?”

She also spoke passionately about how female athletes face scrutiny that goes beyond performance. “Look at Barbara Banda of Zambia; she faced criticism for being too ‘masculine.’ Imane Khelif, the Algerian boxer, faced similar discrimination. It’s dishearten­ing. People forget these women are excelling at their craft.”

In 2024, Salamatu’s influence reached the global stage when she was selected to represent Ghana at the Fourth Eurasian Women’s Forum in St. Petersburg, Russia. There, she joined other global leaders in conversations about empowering women in media, politics, and business.

“That experience showed me that our voices matter beyond our borders,” she said. “We are not just fighting for recognition here; we are part of a glob­al movement.”

Away from the microphone, Salamatu is known for her bubbly personality. “I am a fun-loving person-anything fun, count me in! I love cooking, watching movies, and reading.”

She credits her background-a Muslim from a Zango family for instilling in her resilience and discipline.

After schooling in Lagos, she moved to Ghana and earned a diploma in Communication Studies from the Afri­can University College of Communica­tions (AUCC), now African University of Communication and Business (AUCB).

Her greatest pride is being the only female voice doing Hausa sports broad­casting in Ghana.

“Until someone else comes along, I will keep holding this fort,” she said with a smile. “It is my biggest achieve­ment so far.”

For young girls looking up to her, she urged them never to be intimidated but rather carve a niche for themselves and be unique.

“You do not have to sound like or look like everyone else. Just be you and be excellent,” she added.

By Esinam Jemima Kuatsinu