With tourism minister Patricia de Lille having confirmed that the proposed R1 billion sponsorship deal with Tottenham Hotspur is off, the ministry has exclusively told KickOff the lessons learnt from the saga that angered many.
Earlier this year, it emerged that South African Tourism (SAT) were in discussion with Spurs over a big-money sponsorship deal that would see the Premier League outfit pocket close R1 billion, while in return boosting the country's status in the global tourism community.
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The impact of the coronavirus outbreak on the tourism sector was significant, with nearly 500 000 jobs being shed during the first year of the pandemic as a result of travel restrictions and many businesses closing down, per News24.
This devastating effect prompted those in charge of the industry to look at strategic ways to rebuild the tourism industry in the country, with the objective of creating and facilitating a demand for leisure, business, and event travel.
With Spurs being one of the biggest football brands in England, the London club was considered a potentially viable collaborator, having recorded a 23% revenue increase following the 2021/22 season, reaching a total revenue of £444 million (R10.1 billion), according to the club's official website.
However, it seems that a change of personnel in the South African tourism office spelled the end of the proposed deal, as De Lille, who replaced Lindiwe Sisulu as tourism minister on 6 March, quickly scrapped the deal following discussions with the SAT board.
De Lille's spokesperson, Zara Nicholson, has now spoken on the lessons learnt from the saga.
"Yes, the deal is off the table and the department will continue to enhance our existing destination marketing strategies with due consideration to effective financial management and the economic climate," she told KickOff.
"We are open to exploring all avenues based on market analysis and while following all due processes.
"Sport is a major part of cultures and travel experience across the world. Sport is a unifier and an important consideration for all major events and strategies. We will explore all options in greater detail.
"The concept of the proposal was nothing new and has been done for many years by many entities around the world.
"As the Department of Tourism, we will ensure that we follow competitive processes and follow due process with any proposal that we receive.
"There were no negative responses from any stakeholders. The lesson learnt from this failed attempt is that consultation with all stakeholders is key."
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With Mzansi having previously welcomed the likes of Manchester United, Manchester City and Spurs for pre-season tournaments in the past, Nicholson did not rule out the potential of hosting similar events in the future.
"These are certainly major events and South Africa has hosted many of these attractions and it is an avenue that can be used if done properly from start to finish," she added.
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