In Absa’s deep history of involvement with sports and sporting events in Africa, the 16-year-long sponsorship of the Absa Cape Epic has been one of the Absa Group’s longest-standing relationship. It has been, without doubt, one of Absa’s most beneficial due to the event’s global attraction and reach, and the dedication to bettering the South African economy through boosting tourism and creating employment in local markets and sectors.
Today, Thursday 2 December 2021, the Absa Cape Epic is proud to announce that Absa has committed to sponsoring the event until 2024.
“Absa is a critical part of our DNA. The relationship between Absa and the Absa Cape Epic is rooted in trust and it has galvanised the event’s reputation as the world’s premier mountain bike stage race,” explained Kevin Vermaak Absa Cape Epic Founder. “Since inception, we’ve strived to offer a world-class experience to teams from across the world. In 2006, when Absa became the title sponsor of the event, the increased support from a world-leading bank enabled us to achieve even greater heights.”
“While the global economy in general, and the events industry in particular, suffered through the Covid-19 pandemic, Absa stood with us through it all,” continued Vermaak. “Innovation is in our blood, so is it in that of Absa; at the 2021 Absa Cape Epic, which took place in the height of the pandemic, the Absa team developed and delivered race-defining rider experience elements that will be talking points for years to come. I look forward to us forging the path ahead together, by hosting globally recognised events that set the standard for mountain biking.”
“We are excited to announce our three-year extension as title sponsor of the Absa Cape Epic. As a purpose-led African bank, we hope that through our continued investment in this world class event, we can bring new possibilities to life for every rider, the volunteers, and the communities impacted by the race,” said Geoffrey Lee, Managing Executive Absa Secured Lending.
“Absa and the Cape Epic are partners that have found common ground in mountain biking and a relationship that is strengthened by unfailing commitment, tenacity, and dedication. All partnerships are grounded in two parties coming together to serve a purpose and to support each other; that’s exactly what the partnership between Absa and the Absa Cape Epic is all about. Our deep commitment to the African continent is mirrored in the values of the Absa Cape Epic, in the way that the event is approached, and how this beautiful country is showcased to the world.
“That’s exactly what appeals to us as a bank and we have a term for it, ‘Africanacity’. Bringing the Absa Cape Epic back onto the calendar in October was a fantastic demonstration of how we can get things done and show what Africa is all about and I am excited about this extended partnership!”
The 2022 Absa Cape Epic route has been unveiled, and teams will face 657 kilometres of Untamed terrain and be required to scale a mammoth 17 250 metres of climbing between Lourensford Wine Estate and the Absa Cape Epic finish line at Val de Vie Estate. To view the 2022 route click here.
Source: Absa Cape Epic
