Phumelela is at the forefront of the globalisation of horseracing
JSE-listed Phumelela Gaming And Leisure Limited is the horseracing and/or tote betting operator in seven of South Africa's nine provinces. The company also manages horseracing and tote betting in the Western Cape on behalf of Kenilworth Racing.
Phumelela, based at Turffontein Racecourse in Johannesburg, operates four racecourses, five training centres, over 200 tote outlets comprising nearly 150 branches and about 60 agencies, a telephone-betting centre and online tote betting sites. Phumelela also manages two racecourses, training centres, tote outlets and a telephone betting-centre in the Western Cape.
Phumelela’s wholly owned subsidiary Betting World, a corporate fixed-odds operator, has nearly 70 retail outlets and an online betting site and telephone betting centre.
Phumelela’s vision extended beyond the borders of South African horseracing from the outset and today the company, through its international division Phumelela International, is a major player in the international arena.
Selected live racing from a host of countries, including the UK, Dubai, Singapore, Hong Kong, Australia, France, Mauritius and the USA, is imported daily and South African horseplayers are able to watch, and bet on, the cream of horseracing from around the globe. Simultaneously, South African racing is exported to some 40 international jurisdictions.
Commingling (combining of tote bets from various sources nationally or internationally) is a key element of the import and export of races. Horseplayers wagering on South African races in participating countries can bet into established tote pools with their bets being instantly transmitted to Phumelela’s computerised tote betting system in Johannesburg. And in many instances bets struck with TAB on international races in South Africa are commingled into the host pools overseas.
The philosophy and culture of Phumelela is embedded in the traditions of modern thoroughbred horseracing and the company looks for growth and investment opportunities internationally that can sustain the industry, whilst thriving to provide innovative products within the domestic market.
Phumelela has also diversified and operates tote betting on sport through Rugby 5 and an array of soccer bets, notably Soccer 6, Soccer 10 and Soccer 13.
In terms of soccer, a significant portion of Phumelela’s Corporate Social Investment (CSI) goes to the SuperSport United Youth Academy and a community soccer project, both of which aim to give youngsters with the potential the opportunity to become the soccer stars of tomorrow.
Other Phumelela CSI initiatives include the Phumelela Christmas Tree, while the company assists the Thoroughbred Horse Racing Trust, which manages projects like the Work Riders Training Programme and Race Series and the Gauteng Jockeys’ Academy. All of these drive empowerment and transformation within the horseracing industry.