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Johannesburg - The growth in popularity and interest of polo in Africa can be seen through the top-tier sponsorships it’s attracting.
International brands such as LVMH (Louis Vuitton, Moët, Hennessy) are already aligning themselves with the sport on the continent. South African established brands are also catching on about this largely untapped local market.
For instance, Autumn 2016 will see Johannesburg celebrate the sport of kings with the launch of the inaugural Cell C Johannesburg Polo Classic (CCJPC) presented by Julius Bär in association with Lamborghini at Waterfall Estate on Sunday May 8.
Apart from polo, the event will also feature entertainment and a series of luxury experiences. These will include a series of interactive experiences such as a whisky & watches gallery, a cognac & chocolate lounge, a fashion & jewellery house, a beauty and fragrance cafe and a luxury car showcase.
The inauguration of polo events and clubs in SA and Nigeria, for instance, has grown over the past 10 years. Polo estates in these two countries offer breeding grounds for talented home grown amateur and professional players. This means the continent does not have to rely on visiting players for top-level games to take place. British Polo Day has also earmarked some dates to host games in South Africa.
In addition, by hosting international tournaments, SA can showcase the country to new audiences, promoting tourism, business and sport.
“Polo is a sport with global appeal and one that is very aspirational and international,” said Jose Dos Santos, CEO of Cell C.
The CCJPC brand is co-owned by VIVIDLUXURY and Val De Vie Events, who are also co-owners of the Veuve Clicquot Masters Polo Cape Town among others.
