The Duke of Edinburgh Cup event at the Steyn City Country Club.
Image: Timothy Bernard / Independent Newspapers
ATFX continued its long-standing partnership with The Duke of Edinburgh Cup, hosting the first 2025 event at Steyn City in Johannesburg, South Africa, earlier this month.
Gathering golf enthusiasts from around the world, the event combined spirited competition with valuable networking and social opportunities.
One of the standout moments was the Golf Clinic, offering participants a chance to sharpen their skills under the expert guidance of professional golfers.
The excitement peaked during the Duke of Edinburgh Cup Qualifier, where golfers vied for the prestigious title.
Now in its eighth consecutive year supporting The Duke of Edinburgh Cup, ATFX underscored its commitment to building strong, meaningful relationships within the global community.
With a focus on innovation and client engagement, the company said that it championed events that encourage collaboration, excellence, and unity.
Through continued involvement in initiatives like The Duke of Edinburgh Cup, ATFX said it remained dedicated to creating lasting value by supporting programs that nurture connection, skill development, and personal growth, empowering individuals and promoting positive change across the world.
Linton White, Regional Head for ATFX, told Fast Company that the company has a five-year strategy to help build market share in South Africa.
ATFX Africa’s strategy is built on two core pillars: empowering individual traders through education and enhancing institutional capabilities, according to White.
"Firstly, we are deeply committed to trader education. We believe that knowledge is the foundation of long-term success in the financial markets. That’s why we provide a comprehensive library of free online trading resources, webinars, and market analysis tools to support both new and experienced traders. Looking ahead, we aim to expand this further by partnering with leading educational institutions in South Africa to bring structured trading education to more people," he said.
"Secondly, through ATFX Connect, our institutional arm, we are working to elevate South African financial institutions by offering access to deep liquidity pools, institutional-grade trading platforms, and cutting-edge execution technology."
The company's objective is to bridge the gap between local financial entities and global markets, helping them operate with the sophistication and efficiency of international players.
Our 8-year partnership with the Duke of Edinburgh Cup is incredibly meaningful, both in purpose and in impact, according to White.
"By bringing The Duke of Edinburgh Cup to South Africa, we’re not just hosting an event—we’re making a long-term investment in youth development and community empowerment," he explained.
"South Africa is home to a vibrant, ambitious younger generation. The core values of the Cup leadership, perseverance, and social responsibility perfectly align with the aspirations of these young individuals and with ATFX’s own vision of building a better, more inclusive future."
"This partnership reflects our belief that true growth goes beyond financial success; it includes creating opportunities, fostering talent, and supporting the next generation of leaders. We are proud to be a part of a global initiative that nurtures potential and brings real change to communities," he added.
White said that this partnership is about more than just funding; it’s about unlocking potential.
"The donation from The Duke of Edinburgh Cup will go directly toward supporting The President’s Award, a transformative program that equips young people with the skills, confidence, and mindset needed to shape a better future for themselves and their communities"
"Open to all youth, regardless of background, the Award challenges participants to step outside their comfort zones, build real-life skills, and cultivate values like resilience, leadership, and social responsibility. These are the very qualities that can change the trajectory of a young person’s life."
White noted that ATFX believes that empowerment is the greatest investment.
"We are proud to support initiatives that go beyond the financial world and directly contribute to human development. By helping young people grow, we help communities thrive, and that’s a future worth investing in," he concluded.
