Lions Cricket and the Joburg Tourism Company are set to explore a range of initiatives together, after concluding a partnership agreement.
The destination marketing collaboration between the two partners has as its goal to turn around destination marketing and unlock sports tourism in Johannesburg.
“The fact that the DP World Wanderers is sitting in the golden triangle of retail in Africa – namely Sandton, Melrose Arch and Rosebank, makes it a priority tourism node,” said Thandubuhle Mgudlwa, Acting CEO for Joburg Tourism. “Sports tourism is an exciting way of marketing the city as a preferred tourist destination, adding value and pride into the City of Gold, whilst creating opportunities for jobs and SMMEs.”
HAVE YOU ALSO READ?: Lions Cricket DP World rebrand complete
“We are fortunate to be at the epicentre of a city of gold when it comes to potential, people, passion, resources, ambition and beauty. Add those ingredients into the iconic DP World Wanderers Stadium pot and we really have ourselves a winning wicket. Joburg Tourism continues to uplift our communities, provide for our fans and have tremendous plans, which we are honoured to now be a part of. After all, we are a union by the people, for the people,” said Lions Cricket CEO, Jono Leaf-Wright.
The multiple-year partnership is intended to help increase brand awareness and the overall image of the city of Joburg, with the two parties sharing resources – most notably the DP World Wanderers Stadium. There will also be increased advertising and event management, in order to attract greater crowds across multiple events.