The Amashova Durban Classic has signed a new hydration partner for this year’s race, in the form of aQuellé.
They will keep riders and officials hydrated with their natural spring water, soft drinks range KHULA and new ViV Power & Sports drinks.
“We’re delighted to welcome aQuellé to the Shova family,” said Annie Batchelder, Event Director for Amashova. “To have a proudly South African brand on our journey with us to bring the race back to its pre-Covid capacity is keeping us moving towards our goal of reaching 15,000 riders. The Amashova may be a local event, but attracts riders from across the country and provides a complete lifestyle experience for the participants and families alike. There is so much to look forward to, including a lifestyle expo, post-race hospitality and of course a top-class cycling event on the well-known route between Pietermaritzburg and Durban, with full road closure.”
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Flash Sponsorship, which negotiated the deal on behalf of Amashova, believes the natural spring water brand from the heart of Kwa-Zulu Natal is a perfect match for the locally-loved family cycling event.
“Over and above their well-known aQuellé water, the recently-launched aQuellé Viv Sport has some really great-tasting flavours and functional design elements which align with the Amashova’s approach to being innovative, proving a quality event for their riders, and partnering with brands who put the consumer at heart,” said Flash Business Director Gill Fraser.
“The Amashova is a race loved by the riders, families, and fans along the route and we are excited to be a part of the oldest road classic cycle race in South Africa,” said Director of aQuellé, Nico Bosman. “We look forward to refreshing the cyclists with aQuellé’s new range of sports drinks at the finish this year and spread joy along the way.”
The Amashova Durban Classic has also signed with Southern Sun as their ‘Official Accommodation Partner’ and Cycle Lab as their ‘Official Training Partner’.
The 36th edition of the Amashova Durban Classic will take place on 23 October 2022 and you can enter here.
Potential partners can contact Gill on gill@flashsponsorship.com.