Team Qhubeka has signed a five-year partnership with NextHash that will see the global entity assume the position of co-naming partner of the UCI WorldTeam.
With immediate effect, the team will be known as ‘Team Qhubeka NextHash’, with the announcement made just days before the start of this year’s Tour de France.
NextHash is comprised of several units that combine the traditional financial industry with brand-new digital class assets, by harnessing the power of blockchain technology. It aims to make the digital, crypto and financial world accessible to all.
“I am incredibly happy to welcome NextHash , our official cryptocurrency and blockchain partner, into our family of partnerships and into our team name for the remainder of 2021,” said Douglas Ryder, Team Principal.
“NextHash is delighted to be partnering with Team Qhubeka to create ‘Team Qhubeka NextHash’ – competing at the highest level of professional cycling, the UCI WorldTour,” said Ana Bencic, CEO of NextHash. “As well as being a world-class cycling team, Team Qhubeka NextHash has at its heart a social purpose that chimes perfectly with our own business. Using technology to enable communities is central to our mission at NextHash – we believe in making the digital, crypto and financial world accessible to all, across geographic and social boundaries. NextHash will work hand in hand with Team Qhubeka to socially and environmentally responsibly bring our products and services to a huge new audience through this amazing global sport and team.”
Team Qhubeka NextHash has also unveiled its partnership with luxury fashion brand Burberry. This support will commence from the start of the Tour de France and will feature a new jersey. Burberry is the first luxury fashion brand to partner with a cycling team.
“We are delighted to be supporting Team Qhubeka NextHash, partnering with them as they compete in Tour de France and contributing to their charitable work,” said Rod Manley, Chief Marketing Officer, Burberry. “We were inspired by their ethos of uniting a diversity of cultures and backgrounds to focus on high performance, while having a meaningful positive impact on the communities around them.”
The Team Qhubeka NextHash kit, produced by Assos of Switzerland, will be the team’s kit for the remainder of the 2021 cycling season.
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ASSOS had stepped in last year when Team Qhubeka went in search of a new headline sponsor, following the end of the relationship with NTT.
“As a brand with deep roots within professional cycling and a shared belief that ‘bicycles change lives’, it was hugely important for us to support the team and its cause at a time when it’s future was in question,” said Derek Bouchard-Hall, CEO of ASSOS of Switzerland. “We are very proud of the contribution we have made over the past six months in supporting the team and raising awareness of both their fantastic wins and the Qhubeka Charity, through our Bicycles Change Lives campaign and Race for Change web series. We’re delighted that the team is able to continue on its mission to win races, change lives with bicycles, and drive development of the world’s most technologically-advanced equipment.”