Road running and cycling events agency Stillwater Sports has announced its partnership with Dragons Sports, which will see its events partner with three prominent cycling brands – GIANT, LIV and AVALANCHE.
Dragons Sports is the distributor of a range of products in South Africa, including these brands.
“The Stillwater Sports team is over the moon with this association. Being based in Stellenbosch, in the hub of mountain biking in Africa, we believe we can assist GIANT, LIV and AVALANCHE with their market positioning and expansion. We have so many exciting initiatives that will offer new opportunities to riders and will benefit their experience of the trails – we can’t wait to get started,” says Michael Meyer, Managing Director of Stillwater Sports.
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The three-year agreement will see GIANT, LIV and AVALANCHE partner with the cycling calendar of Stillwater Sports, which includes a number of long-standing and successful events, but will also see a calendar of smaller, more informal events being launched. In addition, AVALANCHE will use the full running platform of Stillwater Sports to promote the AVALANCHE brand to novice and commuter cyclists.
“This is a creative and innovative step in sports marketing,” says Meyer. “In all our mass participation running events we see a huge cross-over with cycling. Exposing our runners to the latest and greatest cycling products will assist them to make the right choices as they expand their healthy lifestyles to include cross training in the form of cycling. We are also aware that as runners age, they like to substitute running sessions with cycling sessions.”
“Dragons Sports strives to be at the cutting-edge of South African sporting participation. Our aim is to show off our fantastic brands and products, where our target rider plays. Our partnership with Stillwater Sports will ensure that this is achieved. In addition, we want to play our role in growing the city commuter trend in South Africa. This association also talks to that commitment,” says Andrew Cattell, CEO Dragons Sports.
The association will commence with the Absa RUN YOUR CITY CAPE TOWN 10K on 14 May, followed by the Fedhealth Magalies Monster MTB Classic on 3 June. Entrants can look forward to various fantastic promotions and prizes that will be up for grabs.