Amex Tennis Town Sells Out as Tennis Culture Finds Its Place in South Africa’s Lifestyle Scene
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...
