MTN gets on its bike with Qhubeka

MTN is heralding a mobile success of a somewhat different nature to its industry convention – Team MTN Qhubeka.

The operator has naming rights sponsorship, with standard branding, leverage and activation rights associated with Africa’s first ever UCI registered Professional Continental cycling team.

The cycling team has recently started competing overseas, with the Tirreno-Adriatico and Milan-Sanremo, its two first events.

The Milan-Sanremo”the Spring classic” race, is the longest professional one-day race at 298 km with recent winners including Mark Cavendish, Fabian Cancellara and Alessandro Petacchi.

The 2013 edition saw MTN Qhubeka’s German rider Gerald Ciolek unexpectedly win the race.

To celebrate the team’s MTN has posted the first episode of a documentary of the squad on its YouTube channel:

MTN’s cycling sponsorship started in (2007). This team sponsorship has evolved over the years, into what is now known as Team MTN Qhubeka.  MTN’s investment in cycling extends beyond the sponsorship of Team MTN Qhubeka, the portfolio also includes:

  • The MTN Mountain Bike Series;
  • The MTN Panorama Tour (Stage race in Mpumalanga);
  • The MTN OFM Classic;
  • The MTN Tour of Legends;
  • MTN Club 100;
  • Think Bike.

“The sponsorship is a natural evolution of the relationship we have built with Team MTN Qhubeka team over the years. The parallel successes of the parties, from a brand and performance perspective, along with shared values and ambition of taking the first African team to the Tour de France, was instrumental in this decision,” MTN told BusinessTech recently.

The group added that this initiative is not just a sponsorship project, but affirmation of South African’s potential.

MTN’s Qhubeka projects aim to help rural communities move forward and progress by giving bicycles to children in return for work done to improve their environment and their community.

Through racing, Team MTN-Qhubeka  aims to build exposure for Qhubeka’s rural initiatives and “to inspire potential new athletes within the community of Qhubeka bike recipients”.

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MTN gets on its bike with Qhubeka