Dryland Event Management have, for nearly two decades, staged several of South Africa’s premier mountain biking and trail running events – including the recently concluded Momentum Medical Scheme Tankwa Trek, presented by Biogen. Over that time the Oudtshoorn based organisation has forged a reputation for delivering athlete focused races where participants, both new and returning, are treated like family. This personal touch speaks to the brands which support Dryland too and that is why Great Wall Motors (GWM) South Africa, along with Weber South Africa have chosen to partner with the event organisers for 2025 and beyond. Perhaps more reassuringly for participants established partners, First Ascent and Mpact, have also renewed their sponsorship agreements.
Paid partnership with Dryland Event Management
“We are exceptionally honoured by the trust which brands like GWM, Weber, First Ascent and Mpact have placed in us,” Henco Rademeyer of Dryland Event Management noted. “The value they see and derive from the community we seek to create at our events is another element in the positive feedback which drives us forward to keep producing events which are more than just a bicycle race or a trail run. Working with great partners helps us deliver exceptional events and enables so much of what we do for participants. Personally, and I know I speak for the entire Dryland team when I say, it is a pleasure to extend our working relationship with Mpact and First Ascent, as well as to welcome Weber and GWM on board as new partners. We look forward to a long and successful partnership together.”
“GWM is excited to engage with the vibrant community of athletes at Dryland events” said Vuyo Fata of GWM South Africa. “Through these events, we aim to foster a deeper connection with both current GWM owners and prospective buyers. Our focus is to cultivating a loyal customer base and brand advocates who will share their positive experiences and build excitement within the community. Dryland event participants are passionate about adventure, off-roading, and value durable, high-performance vehicles—qualities that align perfectly with the GWM brand.”
“GWM’s vehicles, especially the P-Series, are engineered for tough terrains and off-road adventures,” Fata continued. “We’re eager to demonstrate the performance, durability, and off-road capabilities of our vehicles, showcasing why they’re the ideal choice for adventure-seekers. Whether it’s tackling rugged terrain or handling challenging conditions, GWM’s vehicles stand out for their toughness, versatility, and adventure-ready features.”
“Weber is no stranger to South African outdoor enthusiasts and has already activated at a Dryland event this year. Already famed for their steak braais at the final water point of each stage the synchronicity between the two organisations is clear. Weber’s gas braais will enable master barbequers at the water points to prepare the delicious steak strips to perfection. “Participants and spectators at Dryland events already embrace the outdoor lifestyle, making them a natural fit for Weber’s premium grilling products,” Carmen Carolus, Weber South Africa’s Brand Activation Specialist, stated.
“Dryland also create a communal setting where people gather post-race or post-stage, making it an excellent opportunity for Weber to showcase its grills through live cooking experiences and tastings. In the Chill Zones at stage races we will be offering hands-on grilling activations, allowing attendees to experience the ease and flavour of our products firsthand. We’d like to invite all Dryland participants to the Chill Zone of the next event you take part in to refuel and relax with Weber; and of course, to look out for the exclusive grill giveaways and promotions too!”
Long-time partner, Mpact have recommitted to Dryland Event Management and will continue to help ensure the events are as environmentally friendly as possible. “The Momentum Medical Scheme Tankwa Trek, presented by Biogen, is hosted in a key fruit producing region of the Western Cape and the route crosses the farmlands of many of our customers,” Christoff Botha, Managing Director: Mpact Corrugated, acknowledged. “The race village is on the property of one of our long standing and close customers, and we are proud and thankful to be associated with the Gibsons, and all the world class fruit producers of the Ceres, Witzenberg and Koue Bokkeveld region.”
“The standard of the event reflects the ethos and standard of Mpact Corrugated and paper converting,” Botha stated. “We also welcome our customers from other fruit producing regions and we wish them well for the race.”
Like Mpact, First Ascent also see the value of the Momentum Medical Scheme Tankwa Trek, presented by Biogen, in particular. “The race provides a dynamic platform for First Ascent to connect with both existing and potential customers in a meaningful way,” First Ascent Divisional Executive, Riaan Oosthuizen said. “The rugged trails of the Iconic 4-day stage race create a benchmark for our products to be developed around. On the bike and in the peloton our professional team, Insect Science, put our products to the test at the front end of the race, while it was also a great honour to see Kate Courtney racing in the pink First Ascent leaders’ jersey, alongside Candice Lill, after their victory on Stage 1. Meanwhile throughout the rest of the field participants in our products were able to ride more comfortably in the searing heat, across the toughest terrain.”
“Off the bike and throughout the race village our branding added to the immersive experience created by Dryland events aligning with the community and lifestyle we stand for,” Oosthuizen concluded. “Dryland events attract a wide variety of participants with various skill levels bound by their shared passion for the outdoors. This passion for the outdoors is the driving force behind the products we produce as we believe the products we create make the outdoors that much more accessible to every person.”
GWM will partner with Dryland Event Management for their Dryland Traverse, Momentum Medical Scheme Tankwa Trek- and Cape Pioneer, presented by Biogen, events; as well as the Glacier Storms River- and Waterberg Traverse events. Weber join Mpact and First Ascent as partners across the full portfolio. For more information on the brands visit www.gwm.co.za, www.weber.co.za, www.mpact.co.za, and www.firstascent.co.za. Dryland Event Management’s full schedule of events for 2025 and beyond can be found at www.dryland.co.za.
