Keynote Speaker

Lyndon Barends
Chief Executive,
National Horse Racing Authority of Southern Africa





Lyndon Barends was appointed as the Chief Executive of The National Horseracing Authority of Southern Africa on 15 March 2016. He is the former Chief Executive Officer of Primedia Sport Group focusing on Sponsorship Rights, VIP Hospitality, Digital Sports Advertising, Sponsorship Consulting & Eventing.

Previously he was the CEO of the National Olympic Committee of South Africa (now known as SASCOC). Lyndon was tasked with re-structuring NOCSA from a sports administration body into a business organisation. Prior to this he was a Director with Standard Bank in the Marketing Department focusing on the Group’s Communication & Sponsorship Strategy. The Sponsorship programme included the National One-Day Cricket Team, Jazz, the visual arts, etc. He developed the successful “Joy of Jazz” brand that has now entered its 17th year. He played a pivotal role in the Transformation in the bank as Portfolio Head: Group Transformation Strategy. He was responsible for the first renovation of the Mandela House Museum in Soweto and was head of the Concept Design & Construction of the Hector Peterson memorial. Currently he is the Executive Producer of the Mandela Opus – the biggest and most definitive publication of the life and times of the former President Nelson Mandela.

Lyndon was also instrumental in forming the TB Alliance to assist with the fight against Tuberculosis. He served as General Manager and later as Chairman of TADSA. He received a Lennon Award for his work to improve the Community Health of South Africa. In 2003 Lyndon started the DADFund, an educational charity to encourage education and leadership in disadvantaged communities. Lyndon has a BA in Psychology & Sociology, BA (Hons) in Social Development, Diploma in Personnel Management and an MBA (International General Management) from Richmond Business School in London. Heenjoys lecturing and has been a guest lecturer in South Africa, Russia, UK & USA.