The Event

The Standard Bank Polo in the Park is destined to be Joburg’s most exciting polo event to date, combining a sensational line-up of polo, in a brand new polo format, with international level hospitality, riveting entertainment and a programme of luxury lifestyle experiences that will showcase the City of Gold like never before. The event introduces a ‘first of its kind’ polo concept for Africa – Polo in the Park! Inspired to offer a unique luxury lifestyle experience to its aspirational, well-heeled guests, the Standard Bank Polo in The Park is not only about polo, but about the lifestyle that goes with the sport of kings.

Boasting a series of interactive luxury lifestyle experiences, such as the Aspire Art Pop-Up Art Gallery, a Bulgari Jewellery Lounge, a Luxury Fashion Emporium (including luxury sunglasses by Freckle Eyewear), entertaining jazz and hip hop performances, and a Luxury Car showcase – Steyn City’s new Polo Park, especially built for this event – will showcase this international-level new annual event in superior style, with spectacular views of the Steyn City lakes and parklands to match.

The Organizers

This Standard Bank Polo in the Park is conceptualized and produced by the African Deluxe Company, 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

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

The second partner is luxury entrepreneur Anina Malherbe-Lan, who is amongst other things the founder of VIVIDLUXURY, a communications agency specialized 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, a KZN based marketing entrepreneur holding an MBA, is the third partner, and as the founder of events and marketring agency Anzomode, has vast experience working with FIFA, Tourism KwaZulu-Natal and Mpumalanga Tourism to name a few.

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 has 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), 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.