CYCLELAB BECOMES OFFICIAL RETAIL PARTNER OF 12 BIG DVNC RACES

Cycle Lab, South Africa’s leading cycling retailer, has concluded an agreement with De Villiers National Cycling (DVNC) to become the official retail partner of its twelve major South African races that play host to more than 18 000 cyclists.

The agreement will have delightful advantages for all race entrants, which includes cash back on entries and exclusive discounted Cycle Lab special offers.

In addition Cycle Lab Active club members will receive 25% entry discount on events for a limited period and can plan their cycling season ahead with a reduced cost incursion.

Cycle Lab will promote all the races through their marketing channels, including in-store and on-line, as well as through its alignment with SuperSport and its Cycle Lab Active Club.

Cycle Lab will also become the exclusive race pack collection partner for the events, which means number collection venues will be at Cycle Lab stores nationwide, or Cycle Lab will have an exclusive pop-up store at expo related race pick-ups such as Emperors Palace, Sun Arena Time Square and Montecasino.

“We are delighted with the partnership,” said Cycle Lab director Andrew McLean. “Many industry commentators were apprehensive when De Villiers National Cycling launched 11 new cycling events amidst the Covid-19 pandemic.

“Races were in turmoil and few other race organisers were contemplating new events. 7 Months after the staging of the first of these races, the offerings have resonated with cyclists and have set a new benchmark in the cycling industry, amidst the challenges of Covid-19.

“The events play host to almost 19 000 cyclists with seasoned race director Wynand de Villiers at the helm. De Villiers has pioneered and managed a variety of road cycling and mountain-bike events over the past 22 years and his experience is unequalled in the race organisation industry,” said McLean.

De Villiers and McLean met each other 25 years ago when De Villiers was a sports writer and McLean the country’s top professional cyclist. “We have had a delightful working relationship since then. We have collaborated on a number of successful projects over the years which have benefitted South African cycling,” said de Villiers.

“I am really pleased with our latest partnership, which will see tangible benefits for race entrants and also strengthen the marketing and staging platforms of the events.

“These events not only provide significant traction on race day, but also remarkable marketing value in the lead-up through carefully executed main-stream and niche targeted marketing campaigns, which are aligned with leading main-stream media channels and media partners.

“It’s great to work with a partner who I am familiar with and who recognises the value in these events. Together we will optimise the exposure elements and not just provide a value-for-money great day out for our riders, but also comprehensive commercial traction for Cycle Lab to increase its brand awareness as well as potential and existing client engagement.”