Primedia Sport will also take over the marketing and promotion of the Summer Cup from this year with the aim of building Phumelela's premier horse-racing event into a major highlight on Johannesburg's event calendar, and will be responsible for the sale and provision of hospitality at the race day. Some two million South Africans from all walks of life follow horse-racing with more than one million visitors to racecourses each year.
South African horse-racing now reaches far beyond the borders of this country. Phumelela Gold Enterprises (PGE), a joint venture between Phumelela and Gold Circle, broadcasts South African horse-racing to more than 40 countries daily through its Racing International TV channel. Racing International is estimated to reach about 100 million viewers per annum.
Given its global footprint and fan base, horse-racing offers varied sponsorship opportunities and Primedia Sport, the holding company for five sports marketing and entertainment brands in Megapro, Warwick, Megaview, Signet and Matchworld, says it believes it is ideally placed to develop and market sponsorship packages designed to deliver exceptional value for sponsors and create new revenue streams for horse-racing.
