Standard Bank and Artlogic, a creator and owner of consumer fairs including the Africa Cycle Fair, announced that Standard Bank has acquired the sponsorship and naming rights as the Standard Bank Africa Cycle Fair.
The three year agreement ensures that we can grow the Fair for the benefit of the public and the industry. For this years Fair, it guarantees an increase in visitor numbers, more activities, greater marketing spend and some media coverage.
The annual Fair will be held over three days, 24-26 October 2014, in the Cradle of Humankind, a World Heritage Site and one of South Africa’s most popular training grounds for cyclists.
Ross Douglas co-founder of Artlogic explains the role of the Standard Bank Cycle Fair for the cycling industry, “We have found with our other fairs that they become the annual event for a community to meet, do deals and help move the industry forward. We believe that the event will help the continued interest and growth in cycling in Africa.”
South Africa has a very active cycling scene, with the biggest road and mountain bike races in the world, including a strong but largely forgotten bike building culture and an insatiable appetite to be outside.
The Standard Bank Africa Cycle Fair was created out of this history and the resurgent growth in cycling. The curated Fair not only provides a great family and consumer environment, it allows brands to build and strengthen relationships.
“Our primary goal is to communicate the message that cycling is a lifestyle and not only a competitive sport,” says show director Rob Heath. “We have created a unique event that is a hybrid of a trade and consumer fair where the latest carbon, lycra and wearable technology sits alongside handmade, wooden and retro gear”.
This year the Standard Bank Africa Cycle Fair has expanded to incorporate a MTB race, night ride, Randonnée Populaire, a trail run, public pumptrack, free showers and bike parking.
Returning this year are the unofficial SA Cyclocross champs, Muna Bikes Kids Zone, industry expert speakers, a test ride track to try-before-you-buy and great food and drink that is synonymous with Artlogic events.
“Standard Bank is proud to be associated with the Africa Cycle Fair, this is our first year in a three year partnership with the brand. Cycling is one of the fastest developing sports in South Africa and is therefore core to the relevance of our brand and sponsorship strategy. We look forward to actively interacting with the cycling fraternity” said Mrs. Nikki Twomey (Executive Head; Standard Bank Marketing)
Visit www.africacyclefair.com for more information – look out for the new site that will be live soon!
(Tread image gallery: Fair Call – Africa Cycle Fair 2013)