Bridge Fund Managers (FM) has signed a multi-year deal as the new presenting sponsor for the aQuellé Tour Durban, which takes place on 30th April 2017. The sponsorship of the annual cycling event runs for three years and will amount to R635,000.
Among the reasons for the sponsorship was the opportunity to boost KwaZulu-Natal tourism while supporting the critical work of the event’s main beneficiary, the Domino Foundation, a non-profit working with vulnerable and impoverished North Durban communities.
The aQuellé Tour Durban, presented by Bridge FM includes a 105km road race for men and women, a 55km cyclocross race for men and women, and a 45km Fun Ride which attracted the likes of East Coast Radio DJ Darren Maule and Breakfast Show co-presenter Sky Tshabalala in 2016.
The sponsorship commitment extends to Bridge FM staff operating the water and feeding station along the route and a number of staff committed to riding in the various aQuellé Tour Durban events.
Paul Stewart, executive director at Bridge FM said: “Bridge FM also previously traded as Grindrod Asset Management; the Grindrod brand is well-known in Durban which has been our historic home. Given that cycling is a popular sport in Durban and many of our clients and prospective clients are regular cyclists, the sponsorship is an opportunity to introduce our new brand to this market in a meaningful way.
“Bridge FM also aims to help grow the event to bring visitors from Gauteng and other parts of South Africa to Durban to enjoy the sights and sounds of KwaZulu-Natal. Sponsoring an endurance cycling event is also aligned to our brand, as investing, especially for retirement, is a long term commitment.”