Positioning the Northern Cape Province as a world class extreme sport destination is a primary objective of marketing the province as the mecca of adventure sports. The Northern Cape Provincial Government identified Tourism – through the Provincial Growth and Development Strategy – as a crucial and vibrant sector that must contribute to improving the long-term socio-economic well being of the people of the province.

The Northern Cape Tourism Authority (NCTA) was specifically established to act as the provincial government’s implementing agency for promoting the Northern Cape as a tourism destination. In 2008 the NCTA commenced the positioning of the Northern Cape Province as an action sport destination to attract Domestic and International tourists to the Province. The decision was based on the competitive and comparative advantages that the Province have in terms of the vast area of landmass covering 361,830 km2 which is approximately 30% of South Africa. The topography and the extreme conditions that exist in the Province lends itself well to the implementation of a number of extreme sporting activities.

Emanating from the above it should be clear why it is a strategic necessity to bring events of international stature and credibility to the Northern Cape Province. Anything less would defeat the purpose and intent of the marketing and branding strategy. Anything less than an international extravaganza will undermine the international position of the province and diminish the chances of obtaining the objectives of the Northern Cape Province’s long-term economic and development strategy. The Maloof Money Cup becomes the catalysts to achieve the positioning of Extreme Sport. It will also ensure an immediate gateway for international and local travellers, supporters and fans to visit the Northern Cape Province.

WHY SKATEBOARDING?

Skateboarding, has a strong youth bias and could contribute to the general upliftment of youth and the emergence of new heroes in a new sporting environment. Every child needs a chance to play sport in some way; pre-event skate clinics can provide an opportunity for the youth to take up this emerging sport as it is an activity, which is easily accessible and cost effective. In addition to this, it will help to enhance talent identification and promote a healthier lifestyle and will leave a tangible legacy. Skate parks are purpose-built recreational environments for skateboarders to ride and develop their sport and technique. A skate park may contain half-pipes, quarter pipes, handrails, trick boxes, vert ramps, pyramids, banked ramps, full pipes, stairs, and any number of other trick-oriented objects to test the skills of skateboarders.

NORTHERN CAPE AND THE MALOOF MONEY CUP

The Northern Cape Province will be the first to host an international Maloof Money Cup skateboarding championship outside of its home base. The MMC is an internationally broadcast three-day, five event skateboarding event, competition and festival.

In February 2010, after meaningful negotiations, the Northern Cape Provincial Government entered into an agreement with the United States-based Maloof family to stage the Maloof Money Cup South Africa extreme skateboarding event in Kimberley for three years commencing September 2011.

Joe Maloof – owner Maloof Money Cup with MEC John Block (Finance, Economic Development and Tourism) and MEC Sokhatso (Health) after the signing of the Maloof Money Cup South Africa agreement in Kimberley.

MALOOF MONEY CUP NEW YORK

The Maloof Money Cup was first staged successfully in August 2008 in Orange County, Los Angeles. The New York event in 2010 was the first foray away from the home base of the Maloof Money Cup and the Maloof family invited Premier Hazel Jenkins and a delegation which included business to see first hand how an event of this nature is put together. Opportunities were created for the Northern Cape to profile the destination through television interviews with the Premier and an exhibition venue to promote the Northern Cape.

MALOOF MONEY CUP ORANGE COUNTY

In August 2010 a Northern Cape delegation made up of officials from Northern Cape Tourism, the departments of Economic Development and Tourism, Sport, Arts and Culture, Roads and Public Works and Social Development, visited the Orange County Maloof Money Cup event on invitation from the CEO of the Maloof Money Cup. This visit’s main objective was to create an opportunity for these officials to job shadow the Maloof Money Cup team in preparation for the South Africa event. Specialists from the various departments met with their counterparts and discussed and assessed areas such as the design and construction of the MMC and community skateparks in the Orange County area, preparation and activation of all associated events including the actual competition, set up of the festival area, media activation, venue layouts and skater management. Event activations such as policing and disaster management planning was also discussed and observed.

SPONSORSHIP

The agreement between the Northern Cape Provincial Government and the Maloof Money Cup defines that the province will secure the necessary funds to host the event. The provincial government tasked Northern Cape Tourism (NCTA) to secure the required sponsorships in conjunction with the Maloof Money Cup management. The NCTA secured appointments with members of organisations from the skateboard industry, Television stations, Corporates, Agencies and individuals who may want to become sponsors of the event. Mr Tim McFerran, the CEO of the Maloof Money Cup visited South Africa between 25 September – 9 October 2010 to meet with the interested sponsors and assist the NCTA in securing sponsorships. Of cardinal importance were the deals to be struck with television broadcasters. The team met with the SABC sponsorship division, ETV marketing division and Primedia management. A meeting with DSTV Supersport is currently being secured. Deals are now structured by Mr McFerran to secure broadcast rights in order to create term sheets for various sponsors based on the promotional exposure they will receive.

SKATEBOARDING EVENT – 9 October 2010

The Northern Cape Provincial Government endorses the implementation of skateboarding as a sport discipline in the province and to position the Northern Cape firmly on the World map as an Extreme Tourism Destination. To this end and to benefit from the fact that the CEO of the Maloof Money Cup would be in South Africa and event was held in Kimberley to commence the roll out of this discipline in the province.

Hundreds of Skateboarding enthusiasts pitched up for the Skateboarding Expose with Live entertainment consisting of DJ artists and hip hop dance groups entertaining the crowd. The promotion of the sport included skateboarding demonstrations from renowned skateboarding champions in South Africa, running of skateboarding clinics throughout the day for the youth, an education station where demonstrations took place on how to construct the different components of a skateboard. do it yourself area where professional ramp builders demonstrated on how to build ramps and obstacles and a graffiti board were all part of the day’s events.

THE ROAD AHEAD

The 9 October event was the start of the provincial drive to establish skateboarding as a sport discipline and to introduce the Maloof Money Cup event to the Northern Cape community.

It is important to now ensure that this initiative is taken to the rest of the towns and communities in the province and a rollout plan is currently being prepared, which Intends to introduce skateboarding throughout the province. The rollout plan will include both a Pro circuit as well as skating clinics starting on 22 November and planned to be maintained and activated throughout until the actual event commence on 30 September 2011.