According to a report from The South African, SA Tourism, is preparing to secure a deal worth R910,997,814.75 to sponsor one English Premier League club Tottenham Hotspur.

Documents obtained by the publication indicate that SA Tourism’s acting CEO, Themba Khumalo made an initial presentation to representatives of Tottenham on 27 January.

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The proposal along with a series of PowerPoint presentations, were leaked to the Daily Maverick, revealing that should they be succesful the deal was set to be announced by President Cyril Ramaphosa during his State of the Nation address on 10 February.

The Daily Maverick’s Rebecca Davis wrote: “The presentation specifies that the total value of the sponsorship deal between SA Tourism and Tottenham Hotspur FC would be £42.5-million over three years — which converts to R910,997,814.75 in South African currency, or just under a billion rand.”

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Those documents are said to label Spurs as the eighth most valuable football club brand in the world and warns that rivals will try to swoop in to snatch the deal from South Africa.

It states that by entering a sponsorship agreement with a Premier League soccer team, SA Tourism would be following in the footsteps of other “DMOs,” or destination management organizations, which advertise cities or countries as vacation destinations.

Thet point out that it would see South Africa follow in the footsteps of Abu Dhabi’s sponsorship of Manchester City, Malta’s sponsorship of Manchester United and Rwanda’s sponsorship of Arsenal.

“If SA Tourism does not grab this opportunity, a competing DMO will!” it stated, according to the Daily Maverick.

Critics of these type of deals have argued that the return on investment on this kind of deal is unlikely to be impressive.

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It has been reported that Tottenham reached out to SA Tourism as far back as 2017.

There has been no official government response to these reports as yet.


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