Estate Living Digital Publication Issue 2 February 2015 | Page 18

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after 2010. However, golf is a
niche activity within Mauritius’
overall attraction as a luxury
destination and, quite naturally,
the resorts and estates are
designed for mixed use and,
therefore, must also market
and promote themselves
to much broader and more
general vacation audiences.
All these factors mean that
golf is a single element within
the overall menu of activities
offered by many resorts on the
island. As a result, each golf
course has to compete for its
share of a cut of the internal
marketing spend and attention
as only one piece of a much
broader range of services and
options and also against the
other resort courses. The one
significant missing element to
date has been a ‘major’ golf
event and this gap is now
about to be filled with the
hosting of the inaugural AfrAsia
Bank Mauritius Open and the

first full tour event in May 2015 with customers, colleagues
at Heritage Golf Club on the and communities. This is why
we are committed to support
southern coast of the island.
this sport, and see it as a key
James Benoit, the CEO of element to enhancing the
AfrAsia Bank Limited, offered the AfrAsia brand internationally
following comments in respect while also mapping Mauritius
to the bank’s sponsorship of as a lifestyle, financial and
the tournament: “We are thrilled logistics hub. With this level of
to be associated with this first- involvement, we are sparing
ever worldwide tri-sanctioned no effort to make the AfrAsia
golf tournament involving the Bank Mauritius Open a unique
Sunshine, Asian and European experience for all the players,
Tours. At AfrAsia Bank, we aim guests and attendees.”
to be in line with supporting
a sport partnership strategy Top sports events attract
that is aligned with business extensive coverage on TV and
diversity and an international in the print media. Mauritius
is a golf destination and
presence.
has become a recognised
We view golf very much as a international financial services
sport that is about respect, centre, so it would seem that
perseverance and integrity, AfrAsia Bank’s investment, as
and as one that also reflects the golf tournament’s principal
the values we share as a bank.” sponsor, would be a natural
“Since inception in 2007, fit and amplify AfrAsia Bank’s
and
investment
AfrAsia Bank has been closely banking
associated with golf as a sport services in the Africa-Asia
that has allowed us to connect corridor.