The Tour of Good Hope is poised to move to another level after ASG named South Africa’s leading online retailer, Takealot.com, as the event’s new title sponsors.
The country’s premier road cycling tour, which takes place in the Cape Winelands from March 4 to 8 next year, will see the two industry leaders aiming to build a product that can match similar international races.
ASG Group chief executive Heinrich Dannhauser, whose company owns and imports some of the world’s best cycling brands, said they had a wonderful opportunity to transform the Tour of Good Hope into an event that would generate an even bigger international focus.
“As the country’s premier road tour, it has attracted an international field in the past and will continue to do so,” he said after today’s announcement.
“Our vision is to work with Takealot, as well as Cycling South Africa, to achieve our objective of establishing South Africa’s equivalent of the Tour Down Under in Australia.
“We lack an international tour and, with our cyclists making big strides on the international scene over the past few years, the timing couldn’t be better.”
He believed the Tour of Good Hope was well positioned to capitalise on the partnership.
“It already occupies an exclusive slot on the calendar. The week before the Cape Town Cycle Tour is perfect.”
Given the date, he said, it would be easy for South African and international riders who were already heading to the Western Cape to add the race to their calendars.
“The unique thing about the Tour of Good Hope is that it allows amateurs to race in teams behind the professionals, with all the excitement and world-class organisation that such a race brings.
About the partnership, Dannhauser said ASG had enjoyed a fantastic relationship with Takealot over the past few years.
“We already offer some of the best brands and products to local consumers, as do Takealot, and, with this partnership, they look set to become South Africa’s biggest online cycling store.”
Takealot CEO Kim Reid said the two companies had been working together on several strategic cycling projects.
“Our sponsorship of the Tour of Good Hope is the logical next step in the relationship and makes sense given the products, prices and service we can offer together.”