Nederburg is accelerating its support for professional cycling, confirming a three-year sponsorship agreement as the exclusive premium wine partner of Team Dimension Data, beginning in January.
Earlier this year, the African team debuted in the Tour de France and took fifth place overall in the team classification. At the time, Nederburg extended its support to the team via renowned South African chef David Higgs, who was brought on board to take care of the squad’s daily nutrition.
“David is an avid cyclist and wine enthusiast, who demonstrated that our products can be part of a healthy, balanced lifestyle. It was as a result of our successful collaboration with him that we took the decision to step up Nederburg’s involvement with pro cycling,” said Dè-Mari Kellerman, Nederburg’s global general manager.
Now, having been granted its World Tour licence for the 2016 season by the International Cycling Union (UCI), the team will make its first appearance in the Santos Down Under race in Australia in January.
Team Dimension Data for Qhubeka, the name under which the squad will compete from 2016, will not only represent Africa in the Tour de France and 150 days of competitive cycling, but will also be riding for a cause, raising funds and awareness for the non-profit Qhubeka, World Bicycle Relief’s programme in South Africa. The organisation mobilises for socio-economic progress by distributing bicycles to needy South Africans in exchange for work to improve the environment, community or academic results. In this way lives are changed, increasing the distance and speed at which beneficiaries can travel.
To date, Qhubeka has distributed bikes to around 60 000 people in South Africa. In return for work done by the specific beneficiaries to develop communities. In 2015, the team through its #BicyclesChangeLives campaign, was able to raise funds for 5 000 bicycles. The majority of these were distributed to school children this year, with the balance to be distributed in 2016. Funding for some bicycles was raised during a Make It Count 24-hour ride-a-thon in late November.
Cycling has become one of the fastest-growing sports and attracts huge audiences through multiple viewing channels, reaching millions. In the UK alone, cycling attracts the biggest live attendance of any sport.
Douglas Ryder, team principal, said: “I am really excited to welcome Nederburg as a team partner to Team Dimension Data in the coming years. Its involvement in our team this year at the Tour de France was incredibly impactful and valuable. To have the support of South Africa’s most awarded wine brand is so fitting for South Africa’s first ever-registered World Tour team in cycling. We look forward to celebrating many successes together with our partners, fans, media and event organisers.”
To amplify the brand’s involvement with cycling, Kellerman said Nederburg would be running a range of consumer activations globally to reflect the busy schedule of the cycle team.
Kellerman added: “By partnering with pro cycling, we hope to ignite the curiosity of wine lovers and biking enthusiasts, inviting them to experience the best of both worlds.”
Nederburg is South Africa’s most awarded wine brand and distributed in 70 countries worldwide. The brand will soon unveil a new, curiosity-themed communications campaign as part of its new positioning that also includes revitalised packaging.
