Takealot to be new Berge en Dale title sponsor
Hosted by ASG Events, the race annually attracts about 4 000 riders and the closing date for entries is 13 February.
The Berge en Dale road cycling race will celebrate its 20th anniversary in style next month, with Takealot.com coming on board as naming sponsor for one of the country’s most popular events.
A premier seeding event for the Cape Town Cycle Tour, it presents another chance for race organisers, ASG Events, and Takealot, the country’s biggest online store, to cement their growing partnership. Having already sponsored one of the country’s premier road stage tours in the form of the Tour of Good Hope, Takealot chief marketing officer Julie-Anne Walsh said the Berge en Dale formed part of their long-term strategy.
“Thanks to our close relationship with ASG, this is more than just adding immediate value,” she said. “Takealot’s aim is to establish itself as a cycling destination so anything that can help us achieve that is key.”
Julie-Anne also pointed out that it will also give Takealot an opportunity to interact with cyclists to understand what they want to buy online, and where the site’s product gaps are, as well as source information to improve the store’s cycling offering. She added they were looking forward to continuing their partnership with ASG Events as it had the potential to benefit both parties.
ASG Group chief executive, Heinrich Dannhauser, said they have 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,” he said. “They are becoming a very visible name in all areas of South African cycling and the support they are giving to the industry is tremendous.”
He added that since Takealot was recently voted as one of the country’s most trusted brands, “This joining of forces looks like it could add real value to the cycling community”.
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