Suren has been in the financial sector for the past 13 years and brings with him an arsenal of experience, having worked with and at a number of blue chip companies including Microsoft, Motorola, Ernst and Young and Deloitte & Touche to name a few.

The appointment of Barends as Group CEO signals a strong intent by Primedia Sport Chairman, George Rautenbach and the Board to keep the Sport Group as an aggressive, focused subsidiary in order to retain its market leadership position and further expand its market share.

Barends is an entrepreneur and philanthropist at heart and has always had a passion for business strategy. He is an MBA graduate and has held esteemed positions such as Director at Standard Bank and CEO of South African Sports and Confederation Olympic Committee (SASCOC).

“The acquisition of these two accomplished businessmen in the industry is a triumph for Primedia Sport.  I believe both Lyndon and Suren are ideally suited to lead this 25 year old company to a new era of successes and together they will support George Rautenbach with keeping Primedia Sport at the forefront of South Africa’s Sporting and Entertainment Arena. The three man team will form a strong partnership” said Primedia Group CEO, Kuben Pillay.

Barends’ vision and experience brings with it a wealth of opportunity for not only the business, but for the team at large.  With the ever-changing challenges in the market place and the evolution of sponsorship and marketing over the last few years, it is incumbent for the Group to adapt to ever changing industry.

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