South Africa’s groundbreaking cultural event series, Classics on Turf, has announced Telkom as its Presenting Partner until 2027 — a partnership that promises to reimagine how music, sport, and technology connect communities across the country.
Known for staging classical music concerts in fresh outdoor settings alongside sport, art, and storytelling, Classics on Turf is more than just an event. It’s a celebration of heritage, innovation, and togetherness. Now, with Telkom onboard, the series is set to scale even higher.
A Heritage That Inspires
The vision behind Classics on Turf comes from founder Zwelibanzi Mntambo, whose love for classical music began in Soweto after watching the Soweto Symphony Orchestra under pioneer Michael Masote. Today, that legacy continues with Michael’s son, Kutlwano Masote, curating the series as musical director — sometimes even performing with his own son. It’s a generational story of heritage and continuity.
Telkom’s journey mirrors that sense of legacy and transformation. From being the backbone of South Africa’s connectivity to evolving into a future-facing, inclusive digital brand, Telkom continues to stand for meaningful connections.
“This is more than a sponsorship; it’s a meeting of visions,” said Mqondisi Gumede, Event Director of Classics on Turf. “Telkom’s bold step into a new brand era aligns perfectly with our mission to reimagine classical performance in ways that feel relevant, joyful, and deeply human.”
What to Expect
Each year until 2027, Telkom will activate across all three national Classics on Turf events, starting with Cape Town at Steenberg Golf Club and Norval Foundation. Fans can look forward to:
- Evening concerts with world-class local and international classical artists
- Daytime sport including golf, padel, tennis, and lawn bowls
- Classic Provocations through art exhibitions, theatre extracts, and keynote talks
- Hospitality and leisure zones for fans to connect
- Digital streaming via Telkom Plus, extending the experience beyond the greens to fans nationwide and abroad
This blend of live and digital access highlights the shared goal: bringing people closer to music, culture, and each other.
Beyond the Greens
Classics on Turf also prides itself on accessibility. While golf remains central, the programme includes introductory lessons, social games, and alternative sports like tennis and bowls to welcome newcomers. Likewise, the music curation blends genres and invites collaboration to open classical performance to younger and more diverse audiences.
Telkom Chief Marketing Officer, Gugu Mthembu, says the partnership is about possibility:
“At Telkom, we believe possibility is unlocked when people are meaningfully connected — to each other, to opportunity, and to culture. This collaboration is a celebration of what happens when creativity, technology, and heritage come together.”
A Cultural Movement in the Making
With Telkom’s backing, Classics on Turf is poised to become one of South Africa’s most unique cultural movements — bringing together families, communities, and generations through a rich blend of music, sport, and connection.
From the greens to the stage, from Soweto to Steenberg, this partnership is rewriting what cultural engagement in South Africa can look like.