The Berge & Dale road cycling race has landed a new sponsor in Takealot.com, which will enable one of South Africa’s most popular events to celebrate its 20th anniversary in style.
Taking place in Krugersdorp on the West Rand on February 23, it will offer distances of 108km and 60km, starting and finishing at the Silverstar Casino.
Race organisers ASG Events and Takealot, the country’s biggest online store, have forged a close relationship, having last year concluded a sponsorship for the five-stage Tour of Good Hope in March.
Takealot chief marketing officer Julie-Anne Walsh said the Berge & Dale was more about their long-term strategy than just adding instant value.
“Our aim is to establish ourselves as a cycling destination so anything that can help us achieve that, such as visibility at events like this, is important.”
Walsh added they were looking forward to continuing their partnership with ASG Events.
“ASG have been instrumental in helping us roll out our cycling store, with the expertise they bring to the table.
“We want to form closer relationships with our customers and to interact with them to get a better understanding of how we can support them online.”
ASG Group chief executive Heinrich Dannhauser said they had worked well with Takealot in recent years.
“We already offer some of the best brands to local consumers, as do Takealot, and, with this partnership, they look set to become South Africa’s biggest online cycling store,” he said.
“They are becoming a very visible name in all areas of South African cycling.”