Popular energy drink Powerade will once again fuel the family and children’s races during The Herald VW Cycle Tour on February 4 and 5.
Having been involved with the Eastern Cape’s largest family cycle race since the inception of the kiddies’ events, Powerade will now also take on the title sponsorship of the family races.
Powerade promotions manager Cheryl Price said it was important for Coca-Cola’s sports drink to be involved with the tour because it was one of the first high-profile family events of the year countrywide.
Price said the brand’s involvement in the country’s second oldest national classic also meant good exposure to a large contingent of cyclists from all over South Africa.
“We’ve chosen to sponsor these events because, with the parents cheering on and assisting the kids, the whole family is involved. The family unit is very important to us.”
On the Saturday, the little ones can either take part in the 2km Powerade Kiddies’ Ride at Hobie Beach in Port Elizabeth or the 5km Powerade Kiddies’ Challenge at Addo. For tiny tots, a 500m Toddlers’ Dash is available at both venues.
Also on the Saturday, the 30km Powerade Leisure Challenge is a family-friendly mountain bike event while the 21km Powerade Leisure Ride offers an opportunity for road cycling clans to spend quality time together.
Price said the sponsorship was valued at R200 000 and would comprise cash, products, equipment and novelties. The company will also sponsor the Gig Rig, a mobile music truck providing the soundtrack to the weekend’s festivities.
The entry fees for the Powerade-sponsored road races will be donated to long-standing beneficiary Reach for a Dream, which fulfils the dreams of children between the ages of three and 18 years who suffer from life-threatening illnesses.
“It’s great that people associate the kiddies’ races with Reach for a Dream,” said events and outings coordinator Michelle van Huyssteen. “There’s a positive link between our work and these events.”
Van Huyssteen said emotional well-being had a great impact on a child’s ability to fight their illness.
“When a dream comes true, it shows that child that anything is possible. We fulfil their dreams to give them hope and courage.”
She said public awareness helped to prevent donor fatigue and said the organisation was proud to be associated with such a big event on the local and national calendar.
Hospital entertainer Teaspoon Jabulani will be clowning around at the start of the kiddies’ events, according to Van Huyssteen.
In return for funding, Reach for a Dream and its volunteers will handle the registration and route marshalling.
The pre-race registration and expo takes place in The Boardwalk Race Village marquee on the grassed area at Hobie Beach.
The closing date for entries is January 30. To register online for any event from the Toddlers’ Dash to the 105km Classic, visit www.heraldcycletour.co.za.
For breaking news, follow the race on Twitter (In_the_Bunch) or like the Facebook page (www.facebook.com/TheHeraldCycleTour).
Alan Straton
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