Tennis in South Africa is having a moment, and it is no longer confined to match day. The 2026 edition of Amex Tennis Town, hosted at Montecasino from 11 to 12 July, sold out completely, drawing 4,528 attendees across a two day programme that blended Wimbledon viewing with live entertainment, hospitality and interactive experiences. The turnout marks a 7.3 percent increase from the 2025 edition, despite this year’s event running for one fewer day.
What is becoming clear is that tennis is evolving into something broader than a traditional sporting code. Events like Amex Tennis Town are positioning the game within a wider cultural and lifestyle context, where audiences are just as likely to arrive for the atmosphere as they are for the action on screen.
Montecasino was transformed into a tennis-led social hub across the weekend. Fans moved between live Wimbledon screenings, skills activations, family zones and music programming, creating an environment that felt closer to a festival than a conventional sports viewing experience. The mix of families, younger audiences and corporate guests reflected a shift in who is engaging with the sport and how.
For Tennis South Africa, the event served a strategic purpose beyond attendance numbers. It created a direct line to fans, offering on-site engagement with the organisation while encouraging participation in its membership community. These types of touchpoints are becoming central to how the governing body is trying to grow the game locally.
Anthony Moruthane, General Manager of Tennis South Africa, sees the sold-out weekend as part of a larger shift.
“The energy we experienced throughout the weekend is exactly what we want to continue building. Tennis has an incredible ability to bring people together, and there is a significant opportunity to position the sport at the intersection of sport, lifestyle and entertainment, while still maintaining its competitive foundations,” he said.
He also credited American Express for backing a broader vision of what tennis can become in the local context, noting the importance of partners who invest not just in the sport itself, but in the culture that surrounds it.
The growth of Amex Tennis Town points to a wider appetite for sports experiences that go beyond the game. Audiences are increasingly drawn to events that offer a sense of community and cultural relevance, and tennis is beginning to tap into that space in South Africa.
Moruthane believes this is only the beginning.
“A sold-out Amex Tennis Town is a strong indicator of the growing appetite for tennis experiences in South Africa. It shows that people want to engage with the sport in new and exciting ways. Our focus is to build on this momentum, expand our tennis community and make the sport more visible and accessible,” he said.
With back to back successful editions, Amex Tennis Town is establishing itself as a key fixture on the country’s sporting and lifestyle calendar. More importantly, it signals a shift in how tennis is being experienced locally.
The court is still central, but the culture around it is starting to take centre stage.