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Ken Borland


Weddings & golf tournaments – justifying the expense

Posted on February 03, 2016 by Ken

 

Golf tournaments are probably second only to weddings when it comes to people questioning whether all the expense is justified, but the City of Tshwane on Tuesday revealed some impressive figures in terms of the return on investment in the Tshwane Open, which was being launched at Pretoria Country Club.

This year’s event will be held from February 11-14 and will be the first of at least two more stagings of the co-sanctioned event in Tshwane, with the city council having renewed their contract and the prizemoney being increased to R18.5 million.

Lee-Anne Bac, a researcher at Grant Thornton who was hired by the City of Tshwane to measure the impact of staging the tournament, said the benefit to the economy over the last two years has been around R140 million, with R39 million direct spend in Tshwane, while Repucom, the sports marketing and sponsorships experts, say the exposure the Tshwane Open received last year was worth more than $8 million.

As Selwyn Nathan, the executive director of the Sunshine Tour, pointed out: “Tshwane haven’t had to pay millions for their name change from Pretoria, like Datsun did when they changed to Nissan, because in the four years of this tournament, hundreds of people every day are asking ‘Where is Tshwane?’ and googling it.”

“The Tshwane Open has exposed our brand to 230 million households around the globe, which can only help grow our economy. People ask why we don’t just spend R30 million on supplying basic services, but the more enduring solution to our socio-economic problems is to grow the economy. Just dishing out social grants won’t work and we need to free people from relying on the state to make them succeed,” Kgosientso Ramokgopa, the executive mayor of the city, said at Tuesday’s launch.

George Coetzee will be back to defend his title on the course he grew up on, while Charl Schwartzel will make a welcome return to action having missed the SA and Joburg Opens due to a virulent stomach virus.

But the new guard of South African golf is making its presence felt and Brandon Stone, Haydn Porteous, Zander Lombard and Christiaan Bezuidenhout will all be teeing it up at Pretoria Country Club.

“I would like to see George win again because he’s been a great ambassador for us, but Zander and Christiaan were runners-up in the two previous co-sanctioned events and Brandon, Charl and Haydn have already been winners this year. If someone new wins, then it provides great opportunity for them with a two-year exemption on the European Tour. It’s a stepping stone to competing internationally and making a name for themselves,” Nathan said.

 

 

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