Land Rover West Rand back rugged mountain bike race:
Land Rover West Rand have come on board as title sponsors of next month’s Silverstar MTB Challenge. Photo: Jetline
Mountain bikers, who are often exposed to rugged conditions, will find a certain synergy with the new title sponsors when the Land Rover West Rand Silverstar MTB Challenge takes place on September 10.
As long-time supporters of mountain biking, Land Rover South Africa, through their West Rand dealership, will add their off-road expertise to next month’s race in Muldersdrift, Gauteng.
Speaking about their sponsorship of the event, Land Rover West Rand marketing manager Tammy Pepin said they were focused on creating awareness for their new dealership in Roodepoort.
“We have just moved in this week and would like to let the public in the area know that we are here.”
She said the Silverstar race was in line with the Land Rover brand, which was capable of handling similar conditions.
“Our vehicles are fully equipped to handle the rugged off-road conditions that mountain biking brings. They have the strength and capability to ensure you and your prized bike make it to any destination.
“We also have a wide range of bicycle racks, roof boxes and other accessories that aid in the mountain biking experience.”
Pepin said Land Rover SA had been an avid supporter of mountain biking races in the country, including the Cape Epic.
“As a dealership we are keen to align our sponsorships with that of the Land Rover brand and to focus our yearly sponsorships on lifestyle, outdoor and sporting events.
“We believe we will add value by supporting the Silverstar MTB Challenge with our capable vehicles as well as with our trusted brand behind it.”
ASG Events chief executive Wynand de Villiers said they were delighted to have the backing of the West Rand dealership.
“It’s absolutely stunning to have such a strong business entity on the West Rand throw their weight behind the oldest mountain bike classic in the region,” he said.
“Events are becoming more and more dependent on significant sponsorship as we try to keep entry fees as low as possible in this tough economic environment.”
De Villiers said he felt the brands complemented each other and he looked forward to a long-standing relationship.
“As an importer of high-end Italian goods we move in the same consumer bracket,” he said. “The image of our brand is as important as it is for Land Rover.
“We look forward to working with them and presenting tangible value through the event.”
De Villiers said there would be stunning displays over the weekend of the race as well as branded vehicles in the lead-up to increase awareness.
Riders will be tested in two events over 20km and 40km respectively. The routes will be full of climbing challenges, while also designed to be rideable and flowing throughout.
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