Ken Borland

GQEBERHA, Eastern Cape – Vodacom’s 17-year title sponsorship of the Vodacom Origins of Golf Series makes them one of the Sunshine Tour’s most loyal partners, giving South African professionals playing opportunities through the winter, but the telecommunications company has always also been focused on the higher calling of helping develop people in general and supporting charitable initiatives in the communities they visit.

This week the Vodacom Origins of Golf Series is in Gqeberha for the two-day Pro-Am and then the professional tournament at Humewood Golf Club, and Tshego Malinga, the executive head of department for the Customer Business Unit Eastern Region, is focused on making sure the event touches many peoples’ lives.

“We have the ability to make sure profit meets purpose and I am a firm believer that the two are never mutually exclusive. At the centre of everything we do at Vodacom is the desire to enable our customers to live out their purpose. We do that by connecting them in an environment in which they can express their passions and aspirations.

“But it’s also important for Vodacom to be part of the development of South Africa as a whole, and sport plays a very important part in the development of the nation. We want to help people explore their talent and hopefully some of them can go on to become international icons. We also want to be helpful to the community and the Vodacom Origins of Golf Series has really assisted in the funding of many charities,” Malinga says.

This week’s Vodacom Origins of Golf Series Pro-Am at Humewood will be raising funds for the Maro Foundation, which was started in 2014 by Pamela Mabini.

A social and gender activist from Kwazakhele, Mabini used her corporate connections to distribute food, blankets, clothes, shoes and hygiene products to the homeless. Since then she has opened two facilities in Johannesburg for the rehoming of mentally handicapped, disabled or HIV-positive children who have been abandoned by their families,

“We have the ability to really help this NGO that is also helping in the fight against gender-based violence, so that’s our big focus for this tournament. We want to help those who have less access to things we might take for granted. We need a consciousness of the environment we operate in, we can’t just be focused on our share price.

“It is super special for us to be able to host this event and help the Maro Foundation in these times of Covid and all the hesitation around that. It’s a tricky balance making sure people are safe but also bringing them together. We really want the show to go on, so we can keep helping people. It’s an honour for Vodacom to be able to do that,” Malinga says.

Although not a golfer herself, Malinga is also acutely aware of the history of Humewood Golf Club, one of South Africa’s top courses and the host of many major tournaments.

“Vodacom, Humewood and the Eastern Cape are all very iconic brands, so this event is the amalgamation of very strong South African brands. We all have a responsibility to society and Humewood has a strong heritage in both Eastern Cape and Port Elizabeth society. It has credibility because of its heritage and this collection of brands people love makes it easier to galvanise them around their shared history and love for the province and city,” Malinga says.

The Pro-Am Dinner on the eve of the Vodacom Origins of Golf Series has already raised R25 000 for the Maro Foundation, with the fundraising efforts continuing all week.

There are numerous South African golfers competing and excelling overseas, especially in Europe, these days.

And while the winning performances of the likes of Garrick Higgo and Dean Burmester on the European Tour, and Branden Grace, Higgo and Erik van Rooyen on the U.S. PGA Tour understandably hog the limelight, there are many other golfers just trying to make a living on those big tours. South Africa have seven full-time golfers on the main tour in the United States, four of which also regularly play in Europe, alongside 16 other South Africans.

Less well-known is the fact that there are six South African women’s golfers in the top 100 on the Ladies European Tour. And when one compares the prizemoney they win to their compatriots on the men’s tours, the massive pay disparities when it comes to gender become apparent.

Darren Fichardt is 99^th on the European Tour order of merit and has won more than 170 000 euro n seven tournaments this year; Stacy Bregman is 100^th on the Ladies European Tor standings and has won just over 52 500 euro in 11 events.

Even at the top end of the rankings, the story is the same. Justin Harding is 20^th in the Race to Dubai and has earned more than 610 000 euro in 19 starts; Ashleigh Buhai is 21^st on the LET and has won just 93 254 euro.

The majority of South African golfers overseas are not winning titles, they are just trying to accumulate enough money week-by-week to keep playing over there and hopefully get the breakthrough win that secures their card. That challenge is especially hard for the women: On the men’s European Tour this year there is not a single tournament that has a prize pool of less than a million euro; only nine out of 26 LET events reach that benchmark.

The two women’s majors played in Europe – the second of which, the AIG Women’s Open, is being held this weekend at Carnoustie – have a prize fund of 3.8 million euro, which would rank 12^th highest on the men’s tour.

“Playing golf overseas is an expensive sport, especially doing it week-to-week, there are huge overheads if you don’t have help. If it weren’t for my sponsor Investec, I would definitely not be able to represent the country in Europe and maybe inspire the younger generation that it is possible. And you have to go overseas to play better golf, playing against the best in the world can only improve your game.

“In the future, hopefully more youngsters from South Africa can make a good living from golf. It’s a tough sport and a lot of girls are intimidated to play it. We want to make it a sport for everyone and to show that we definitely need to get more women watching us play. But to do that we need more media exposure, it has to be in your face for people to notice,” Bregman told The Citizen.

Of course, the argument that the men enjoy such large paydays because they attract greater viewership and more sponsorship will be made. But part of the reason for their bigger viewership figures is that the men’s game enjoys greater promotion, while not as much effort is made to explain just how skilful women’s golfers are, not relying so much on power games.

For instance, research has shown that women golfers are more accurate from 120 yards in, but those are the sort of in-depth stats that coverage of their sport does not employ to the same extent as the men.

“Our only hope of seeing the gap in prizemoney close is for people to see how good our product is. We should actually be paid the same because we are playing the same courses. We might not have the same power, and somehow that does not seem to have the same pull when it comes to viewership, but we just don’t play golf the same way the top men do.

“It’s about creating awareness for potential sponsors and I definitely think the skill factor should be highlighted. The average golfer plays a totally different game to the men’s pros, but I think the better men’s amateur golfers can relate more to the women’s game. I think our game does have more skill and the more men that watch us play will hopefully lead to things changing,” Bregman says.

But analyses suggest that even if women are at the forefront of public attention and viewership figures, they still end up learning less. According to the Wall Street Journal, in the three years after winning the 2015 World Cup, the U.S. women’s soccer team generated more revenue than the men’s team. But their earnings did not rise, leading to a landmark lawsuit that tackled the gender pay gap. A judge ruled, however, that because the women’s team had previously negotiated a pay deal that was weighted more towards fixed income than perfomrance bonuses, they could only sue for equal working conditions and they came to a settlement with the U.S. Soccer Federation.

Locally, Investec have been at the forefront of efforts to create more transparency around prizemoney in golf and have been pushing for sponsors to support women’s golf so that the sport can follow tennis and athletics in ensuring that there is no major gap in earnings between the top male and female stars.

Amateur golfers were set free from the chains of the Covid-19 Lockdown seven weeks ago and now the professionals look set to return to work in three weeks’ time, in a bio-bubble.

The Sunshine Tour is set to resume on August 19 and tournaments will initially be restricted to just the Johannesburg area.

Hopefully that will set off a chain reaction and the Nedbank Golf Challenge, with some talk of it being cancelled, takes place in all its glory as scheduled in early December to crown a tumultuous year, followed by the South African Open in January.

“We’re hoping to get the professionals started again around August 19, we’ll make a final decision next week once all the medical regulations have been gazetted,” Selwyn Nathan, the commissioner of the Sunshine Tour, told Saturday Citizen on Friday. “The IGT Tour and the Big Easy Tour are also hoping to get underway by the end of the month. At the moment the Sunshine Tour can only be played in Johannesburg.”

Killarney Country Club will be the first to make the daring plunge into professional golf in the time of Covid-19 and the Sunshine Tour are hoping to stage five events over seven weeks. There will be a two-week break after the first three tournaments to allow for anyone who falls sick to quarantine and at least be able to play in the last two events.

The tournaments will be held Wednesday to Friday to allow the golf clubs to be open for the amateurs over the weekend, allowing them to make valuable revenue.

Golfers from all over the country will be allowed to take part, but they will have to be responsible for logging their own health checks for 14 days before a tournament and will also be responsible for their caddies and all risk mitigation arrangements for them.s Three sponsors have apparently already lined up for the first batch of tournaments and the mini-tour will be streamed live across both Sunshine Tour and DStv platforms.

GolfRSA chief executive Grant Hepburn on Friday extended an olive branch to all those in the golf industry who have been without work and frustrated golfers unable to play, saying the organisation’s patient approach to government had paid off as clubs and courses can now open for both amateurs and professionals.

The Department of Sports, Arts and Culture announced on Friday that any member of a federation, agency, club or body may begin playing golf again from Saturday, subject to certain regulations. Clubs need to complete the Confirmation of Compliance Document and submit it to GolfRSA before they can open their facilities.

“These have been incredibly difficult times with the stress of Lockdown and the number of jobs lost, and we have been aware of the frayed tempers and frustrations. We have been in the same boat with friends and colleagues losing work. But we just had to be patient, we knew government were listening to us and they had given us assurances. But it’s been a very complex time and a massive challenge for golf bodies.

“But we believed in the process we were following with the Department, they were always extremely positive and the whole way through they engaged with us in the right way. We wanted to do the right thing and we needed to wait for the new directives. The most important priority is to save lives and mitigate the risk, and the time it has taken us has allowed us to prepare and put things in place at the clubs,” Hepburn said on Friday.

The CEO warned however that golfers could not just rush out on Saturday and expect everything to be back to normal; the golf industry, which contributes R48 billion to the South African economy, would take time to become a well-oiled machine again.

“The job is not yet done, this is not about celebrating. It’s a step in the right direction but there are still many people involved in golf who still can’t put food on their table. So I hope people continue to support clubs and I know our golfers and clubs will be responsible when it comes to the scanning and the monitoring process. Through the HealthDocs app we’ve bought for all clubs, information can be sent back to government at the push of a button.

“We need to control the numbers of golfers and the times they arrive and leave, but it’s time to get busy now with saving golf clubs through the safe return of golfers, which will generate the income for them to survive and save thousands of jobs, especially of those in the vulnerable sector, which makes up 85% of the industry. We know our clubs can comply and sport can help government because exercise is good at reducing comorbidities,” Hepburn said.