In a turn of events impacting local sports infrastructure, the eThekwini Tennis Association (ETA), managing a stadium in the heart of the city, has faced a roadblock in its financial sustainability plan. The issue arose when the ETA applied for a new advertising board with the local municipality, a facility that serves as the primary source of income for its maintenance.
Unforeseen Challenges
The ETA’s application has been rejected in line with the eThekwini Outdoor Advertising By-law. The proposed new digital signboard, a product of tech company Evolv’s innovation, was turned down due to contraventions of by-laws regarding traffic and environmental impact.
Revenue Stream at Risk
According to Gary Brown, a representative from the ETA, the revenue generated from the advertising board is critical. He underscored that the ETA receives minimal funding from the Department of Sport. As a result, the advertising income is vital for paying staff, maintaining the tennis courts, and organizing tournaments at the stadium.
Implications for the Future
The old advertising board, now deemed non-compliant with city by-laws for being static and featuring company logos, puts the ETA in a precarious position. If a resolution is not reached, the ETA may face staff cuts and maintenance issues, jeopardizing the future of the tennis venue and its associated activities.
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