Ken Borland

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.

Increased crowd figures and an enthusiastic response from the sponsors marked the end of an era at Sun City as the final 30-man Nedbank Golf Challenge was completed at the weekend.

Next year the tournament will shift away from the first weekend in December for the first time since its inception in 1981, moving to mid-November as it becomes the penultimate event in the European Tour’s Race to Dubai Finals Series and will be played with a 72-man field and an increase in prizemoney to reflect its more elite status.

But the traditional Nedbank Golf Challenge went out with a bang at Sun City over the weekend, Australian Marc Leishman’s comfortable victory being watched by hordes of people.

According to tournament director Alastair Roper, crowds steadily improved through the week. Thursday’s opening day was watched by a few hundred people less than usual, but then there was a 1.5% increase on Friday and the improvement over the weekend was apparent as 12.8% more people came through the gates on Saturday compared to last year, and 4.7% more on Sunday.

“Overall the crowd figures were better and I think that was largely related to the field, people felt it was very good and provided a diversity of golfers,” Roper told The Citizen on Monday.

“What also bodes well for the event as it heads into a new format is that there was even more enthusiasm from the sponsors, with a number of them saying they are going to have to double the size of their facilities for next year.”

The Nedbank Golf Challenge has always been a marker for the beginning of the Christmas holidays and an end-of-year bash for corporate South Africa, but that might change with the tournament starting on November 10.

“It is one of my fears that the crowds might not come, but we will only find out the impact on that once we experience the new date. Universities and schools will also be in the middle of exams. Already the European Tour are talking to the guys in Dubai to maybe have the Tour Championship a bit later, possibly moving into our old spot in the first week of December. There are problems with Thanksgiving, when a lot of Americans in the United Arab Emirates won’t be around to watch golf, and the Abu Dhabi Grand Prix, but the dates will hopefully be massaged a bit,” Roper said.

“A lot of things will have to change because of the impact of having 72 players, there will have to be bigger facilities for them. Even the media centre needs to be looked at because there will be greater demands with it being the penultimate event on the Race to Dubai. I think we may have to use some properties close by for specific facilities like caddies’ accommodation,” Roper said.