The Organizers

The Standard Bank Joburg Polo in the Park was conceptualized and launched in 2019 by the African Deluxe Company, an organisation founded in 2018, with a mandate of rolling out a portfolio of iconic African luxury lifestyle events and experiences in the polo, music, arts and lifestyle genres.

The African Deluxe Company is the coming together of three industry veterans in the South African events, marketing and communications industries to launch Africa’s most formidable events platform to date. The management team has a combined 60+ years of experience in conceptualizing and managing stellar international-level events, and their 

mandate is to offer unique experiences and event platforms to high-value audiences in a compelling way.

It is a partnership that is not only multi-talented but also committed to pushing the envelope and producing quality, luxury events never seen in South Africa before. The African Deluxe Company has the privilege of tapping into all this experience and the rich resources that each partner brings to the table to form the most formidable marketing and events company South Africa has ever seen. Their formula for success is well honed, and backed up by a formidable team of experts in the events and marketing space.

The Organizers

The Standard Bank Joburg Polo in the Park was conceptualized and launched in 2019 by the African Deluxe Company, an organisation founded in 2018, with a mandate of rolling out a portfolio of iconic African luxury lifestyle events and experiences in the polo, music, arts and lifestyle genres.

The African Deluxe Company is the coming together of three industry veterans in the South African events, marketing and communications industries to launch Africa’s most formidable events platform to date. The management team has a combined 60+ years of experience in conceptualizing and managing stellar international-level events, and their mandate is to offer unique experiences and event platforms to high-value audiences in a compelling way.

It is a partnership that is not only multi-talented but also committed to pushing the envelope and producing quality, luxury events never seen in South Africa before. The African Deluxe Company has the privilege of tapping into all this experience and the rich resources that each partner brings to the table to form the most formidable marketing and events company South Africa has ever seen. Their formula for success is well honed, and backed up by a formidable team of experts in the events and marketing space.

Ben Moseme

Ben Moseme

The 3 partners comprising the executive dream team came together because of a shared passion for proudly South African luxury lifestyle event properties, and consists of Ben Moseme, a serial entrepreneur, and amongst other things the founder of C-Squared Group, a 360-degree marketing solutions and infrastructure company with offices in Bloemfontein and Joburg. He and his team has successfully produced major events like the Macufe Music Festival, the annual SA Sports Awards, Essence Festival, SONA, and the Presidential Inauguration, to name a few.

Anina-Malherbe-Lan

Anina Malherbe-Lan

The second partner is luxury entrepreneur Anina Malherbe-Lan, who is amongst other things the founder of VIVIDLUXURY, a communications agency specializing in luxury brands, that has been strategic in launching and growing many of the world’s top luxury brands on the continent over the last 12 years. Anina also co-founded prestigious annual luxury polo event Veuve Clicquot Masters Polo Cape Town which, after 9 years, has become known as South Africa’s most desirable social sporting event on the annual social calendar.

Sandile Dlamini

Sandile Dlamini

The third anchor of this trio is a son of the soil of KwaZulu-Natal who made his mark as a marketing and events entrepreneur. With numerous blue-chip organisations like FIFA, Tourism KwaZulu-Natal, the National Lottery and Mpumalanga Tourism just to name a few, as his client base , he has a formidable record in various sectors including stakeholder relations, logistics and large scale hospitality and entertainment events. He sits on numerous industry Boards and committee’s including SAACI, EXSA, SAEC and the KwaZulu-Natal Museum. 

Park Polo

An exciting and fast paced experience.

Park Polo has a unique format in that it is a very fast and action packed form of polo; it is therefore incredibly exciting and fast paced. The rules have been tweaked to make the game faster and to bring the spectators closer to the action than ever before.

The Rules of Park Polo have been simplified from the traditional rules of polo so that newcomers to the sport will be able to follow the action without any prior knowledge of the game. Some of the differences are that park polo only has three players per side, with only three chukkas a side. It uses a larger than normal, inflatable ball (so that the audience can really get up close and personal with horse and player), is played on a smaller playing field, which means the action is never far away from the spectator, and teams change ends only at half time – making the game quicker and simpler.

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