ISSUED BY DKC (DE KOCK COMMUNICATIONS) FOR NEDERBURG WINES
DECEMBER 2015
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.
Follow Nederburg on Facebook (www.facebook.com/nederburg),
Twitter (www.twitter.com/nederburg)
and Youtube (www.youtube.com/user/NederburgWine)
for the latest news, events and wine and food pairing ideas.
for the latest news, events and wine and food pairing ideas.
Join the conversation using:
#NederburgDiscover #BicyclesChangeLives
