Amex Tennis Town Sells Out as Tennis Culture Continues to Grow in South Africa

Watching Wimbledon has become more than simply following the action unfolding on the grass courts of London for many South Africans. In recent years, Amex Tennis Town has transformed the Grand Slam into a lifestyle experience, with fans embracing the occasion by dressing in Wimbledon-inspired outfits, gathering with friends and family, and turning the annual watch party into one of the country's most anticipated sporting weekends.

That growing appetite for tennis-led experiences was on full display as Amex Tennis Town returned to Montecasino from 11 to 12 July, where Tennis South Africa (TSA) welcomed a sold-out crowd for a weekend celebrating the sport through live Wimbledon screenings, entertainment and interactive fan experiences.

The event attracted 4,528 ticket holders, representing a 7.3% increase from the 4,220 attendees recorded during the three-day 2025 edition, despite this year's event running over one fewer day. The figures highlight growing public interest in tennis experiences that blend live sport with lifestyle, entertainment and hospitality.

While Wimbledon was the main attraction, Amex Tennis Town offered much more than a place to watch the tournament. Montecasino was transformed into a vibrant tennis hub featuring premium hospitality, interactive tennis activities, family entertainment, a dedicated kids' zone, live music and DJs, creating an atmosphere that appealed to avid tennis fans and casual spectators alike.

The event also served as an important engagement platform for Tennis South Africa. Visitors were encouraged to interact with the TSA team, test their tennis skills and learn more about joining the organisation's membership programme as the governing body looks to strengthen connections with existing supporters while introducing the sport to new audiences.

Around the world, sporting organisations are increasingly recognising that fan engagement extends beyond competition itself. Lifestyle experiences built around major tournaments have become an effective way of attracting new supporters, creating memorable experiences for families and encouraging greater participation in sport. Tennis South Africa sees Amex Tennis Town as playing a similar role locally.

Anthony Moruthane, General Manager of Tennis South Africa, believes the event reflects changing perceptions of the sport.

"The energy we experienced throughout the weekend is exactly what we want to continue building," he says. Tennis has "an incredible ability to bring people together," while there is a significant opportunity to position it at "the intersection of sport, lifestyle and entertainment" without losing sight of the game's development and competitive pathways.

Moruthane also acknowledged the role of American Express in helping elevate the event.

He says the organisation is grateful for the company's continued investment and commitment to growing tennis in South Africa, adding that Amex Tennis Town demonstrates what is possible when a partner embraces not only the sport itself, but also "the culture, community and experiences that surround it."

Beyond thanking event partners, sponsors and staff, Moruthane reserved special praise for those who attended.

"A sold-out Amex Tennis Town is a strong indicator of the growing appetite for tennis experiences in South Africa," he says. "It shows that people want to engage with the sport in new and exciting ways, and that's exactly the opportunity we're focused on. Our goal is to build on this momentum, grow our tennis community and make the sport more visible, accessible and relevant to more South Africans."

For Tennis South Africa, initiatives such as Amex Tennis Town represent part of a broader strategy to take tennis beyond traditional competitive environments and showcase the sport as something that can be enjoyed both on and off the court.

While Wimbledon may have been taking place thousands of kilometres away, the atmosphere at Montecasino demonstrated that tennis continues to find new ways to connect with South African audiences. With record attendance and growing enthusiasm from fans, Amex Tennis Town has further cemented its place on the country's sporting and lifestyle calendar.