Nederburg inks three-year sponsorship with African pro-cycling team

By Mathew Lyons

Leading South African wine brand Nederburg has agreed a three-year sponsorship deal with Africa-based professional cycling team, Team Dimension Data Qhubeka.

The team will represent Africa in the Tour de France 2016, as well as in 150 other days of competitive cycling.

Nederburg is planning a range of below-the-line activities in the UK to support its sponsorship, including cycling café takeovers, wine and cycling experiences and competitions, as well as offering samples at events such as the London Bike Fair in February.

The Distell-owned brand will also be refreshing its on-shelf packaging to coincide with the investment.

Sarah Gandy, international marketing manager at Distell, said: "We are delighted to be able to bring this global sponsorship into the UK and Europe at a time when cycling is so popular.

"The sponsorship will allow us to connect the cycling consumer with Nederburg and tell a global story on a regional platform around a premium sport."

Douglas Ryder, Team Dimension Data principal, said: "I'm really excited to welcome Nederburg as a team partner to Team Dimension Data in the coming years.

"To have the support of South Africa's most awarded wine brand is so fitting for South Africa's first ever-registered World Tour team in cycling.

"We look forward to celebrating many successes together with our partners, fans, media and event organisers."

Cycling is one of the fastest-growing sports in the world and reaches large audiences globally through multiple-viewing channels.

Nederburg's core off-trade range in the UK is 56 Hundred and is available through Tesco and Morrisons.

In the on-trade, its The Manor by Nederburg and Heritage Heroes ranges are distributed by Matthew Clark.