Emerging as a powerful force in South African sports entertainment, Fairlawn Investments is born from a strategic blend of foresight and collaboration.The founders assembled a team to create a powerhouse ecosystem of thought leaders and visionaries in esports, mega sports events, and women’s sport, to push the boundaries of innovation and growth in alternative and undervalued sports, since 2017.
Fairlawn Investment is your home to Lifestyle Sport Entertainment, Esports and Future Sport and Women & Youth Focus, and by the end of 2023, the strategic consolidation of once-distinct entities, allowed for efficient scaling and commercialization, thus maximizing the company’s impact. A catalyst for Expansions, sees Fairlawn Investment, partnering with Arena Holdings, providing the Fairlawn ecosystem with a robust distribution network, which includes TV channels, publications and radio stations, wider audience and the finance resources needed for significant growth.
Fairlawn recognizes the growing value of live sports rights, lifestyle content, and unique engagement platforms. We aim to capitalize on these trends and focus our energy on:
- Offering alterative and emerging sports leagues/disciplines
- Providing direct and engaging content for fans
- Partnering with media houses and brands for project activation.
Having designed and developed properties like SRO ICGT Kyalami 9-hour and the ATK Arena from concept to market leading sports properties and has invested into strategic assets such as JVW Football Club, South Africa’s groundbreaking women’s football club, along with collaborating with partners such as African Padel and Monte-Carlo International Sports to activate 3rd party events such as the inaugural Masters in Camps Bay.
Under the ATK brand, Fairlawn has driven the domestic esports industry to new heights, with the launch of the ATK Arena, teams representing in various global professional and regional tournaments, partnerships like Mercedes AMG Pro-series Sim Tournament and events like the Girl Gamer Esports Festival for Africa, showcasing involvement in growing areas of sports entertainment.
Through JVW’s Girls Schools Football League and various youth focused Esports collaborations with brand such as Bulls Rugby, Mercedes AMG and Carry1st, Fairlawn has promoted its commitment to inclusivity in sports.
JVW F.C. is a women's professional soccer club based in Bedfordview, Gauteng. The team competes in the SAFA Women's League, the top tier women's football league in South Africa.
(Girl Gamer Africa, PBV Cape Town, Pro-series Sim Racing)
ATK is a leading professional Esports organisation that represents the best Esports talent across multiple titles. Established in 2017, ATK is recognised both internationally and locally as a gaming giant.
Kyalami 9 hour is an endurance sports car race contested at Kyalami, Midrand, South Africa. The first races were held from 1958 to 1960 at a circuit at the Grand Central Airport near Midrand before moving to Kyalami in 1961.
Hyrox is the global sport of fitness racing for Every Body. The Hyrox event is a circuit-style race consisting of 8 functional movement stations, with 1 kilometre of running before each.
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