Car racing events and athletic marathons are often seen as thrilling sources of entertainment and excitement. However, what many people do not realise is that the impact of these events extends far beyond the excitement they generate. The economic benefits enjoyed by the communities that host these events are often overlooked, yet they play a crucial role in local development and empowerment.
As part of its Corporate Social Investment (CSI) portfolio, Trans African Concessions (TRAC) not only supports a number of sports events, teams and clubs along the route, it is also the title sponsor of two prestigious national sporting events that have proven to be much more than just sources of entertainment: the TRACN4 Rally and the TRACN4 Elands Marathon. These events, which take place annually in Mpumalanga, attract participants from across the country and abroad, while showcasing the province’s stunning natural beauty and boosting local economies.
“The TRACN4 Rally is a major driver of economic activity for the eMakhazeni region,” says Ms Adri Fourie, TRAC’s Executive Manager for HR and CSI. “The rally has been held in this area since 2020, and it has already brought significant benefits to Dullstroom, with local businesses, including guesthouses, restaurants, and retail shops, experiencing a surge in demand. More importantly, the event provides job opportunities for local residents, including roles as waiters and waitresses, security personnel, and suppliers. It is a clear example of how a world-class sporting event can create a ripple effect of economic growth in rural areas.”
In addition to the economic boost, the TRACN4 Rally also contributes to important social causes. “Through our partnership with the Dullstroom Epilepsy Centre, proceeds from the rally go directly towards the centre’s operations,” explains Ms Fourie. “This facility provides crucial care and support to individuals living with epilepsy and other disabilities in the region. Beyond financial support, the rally helps raise awareness of epilepsy, ensuring that the community remains engaged and informed about this important cause.”
Furthermore, funds are created by employing staff through Drive Dullstroom Destiny (DDD), an organisation which keeps the town clean in promotion of one of the most popular tourist destinations in Mpumalanga. This year TRAC also assisted the eMakhazeni Municipality to paint and replace stop streets and construct speed bumps in town, bringing the speed down to 40 km per hour in an effort to ensure the safe crossing of tourists and local residents.
Similarly, the TRACN4 Elands Marathon offers significant socio-economic benefits to the local community and the broader Mpumalanga region. “The marathon, currently the fourth best Comrades qualifier in South Africa, attracts participants, spectators, and support teams, which in turn drives tourism and creates demand for accommodation, food, and services in the area,” says Ms Fourie. “This event not only promotes health and fitness but also provides job opportunities in events management, security, and hospitality services. It is a vital source of income for local businesses, and it also helps to raise the profile of Mpumalanga as a leading tourist destination. Normally accommodation is fully booked way in advance of this marathon, with participants staying as far as Mbombela.”
“While it is difficult to pinpoint an exact figure, it is estimated that both the TRACN4 Rally and the TRACN4 Elands Marathon inject substantial sums of money into the eMakhazeni area and the wider Mpumalanga region,” she says. “The TRACN4 Rally is believed to generate between R5 million and R7 million in economic activity, while the TRACN4 Elands Marathon contributes an estimated R3 million to R5 million. These figures, however, do not account for the marketing expenditures indirectly incurred by these events to promote Mpumalanga as a premier tourism destination. The long-term return on these marketing efforts, through increased brand visibility and tourism promotion, further strengthens the region’s economic resilience and supports the sustainable development of local communities.”
Through its ongoing support of the TRACN4 Rally and the TRACN4 Elands Marathon, TRAC is not just driving local economic growth but also playing an important role in strengthening the social fabric of the Mpumalanga region. “These events demonstrate how sport can be a powerful catalyst for sustainable community empowerment,” says Ms Fourie. “Both the rally and the marathon go far beyond providing entertainment because they create meaningful opportunities, support local causes, and drive long-term growth. More importantly, they serve as a showcase for the breathtaking beauty of Mpumalanga, enticing repeat visits from adventure-seekers and tourists eager to experience the province’s unique offerings.”