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Long-Term Partnerships Help Dryland Stage World-Class Events

Dryland Event Management have been staging world-class mountain biking and trail running events for over 15 years. Currently they stage 11 events– across Gauteng, the Northern-, Western- and Eastern Cape provinces – attracting 7 000 athletes annually. Dryland have built a reputation for a participant focused approach and as an organisation they pride themselves on providing superb hospitality, hearty race food and the best water points in the business. While the small-town ethos of their home-base, in Oudtshoorn, dictates these values it would not be possible without partners and sponsors who share their vision.

Through long-term partnerships Dryland have been able to forge relationships with the companies and the people behind the brands. This has unquestionably helped the event organisers provide entrants to their races with products which add to their overall experience, both during and after the event. “For instance, it gives us great pleasure to see First Ascent jackets, branded with Dryland event logos, whenever we travel” Henco Rademeyer, the Managing Director and Co-Founder of Dryland Event Management, stated.

First Ascent not only produce branded bags and casual wear for Dryland Event Management’s races but also manufacture the Momentum Medical Scheme sponsored event’s leader’s jerseys. Photo by Marike Pearton/www.zcmc.co.za.

“It is therefore with great pleasure that we can announce that First Ascent have extended their partnership with us” Rademeyer continued. “They are not the only brand who will be continuing their sponsorship of our events. Mpact has also committed to two of our events. Their involvement is essential to the sustainability of the event industry, because Mpact is the leading recycler of recovered paper and plastic in southern Africa. The Mpact Corrugated division have been a tremendous help to us, in keeping our race villages and routes pristine, thanks to the abundance of waste receptacles we’re able to deploy.”

“As I’m sure every participant knows events produce a fair amount of waste. We are constantly working to reduce our environmental footprint, but where it is impossible to avoid plastic, it is reassuring to know that it will be disposed of in a responsible manner and then recycled, when possible, by Mpact” Rademeyer said.

“First Ascent is happy to extend our relationship with Dryland Event Management as the official apparel partner for all their events” First Ascent’s General Manager, Riaan Oosthuizen, revealed. “Dryland events presents us with a great platform to engage and interact with our audience and allow us the opportunity to contribute to an enhanced experience for each participant through our trusted, technical outdoor apparel and equipment.”

Mpact’s waste bins are a common sight at Dryland Events and help to keep the race villages and routes litter free. Photo by Zoon Cronje/www.zcmc.co.za.

“As a leading corrugated packaging company in southern Africa, Mpact is proud to be associated with Dryland Event Management” Christoff Botha of Mpact, confirmed. “Our mission is to develop premium quality products that deliver solutions without compromising the environment. As such, Mpact and Dryland’s values intersect in the promotion of wellbeing and sustainability. Mpact is also active in the areas where Dryland’s MTB stage events occur, giving us shared interest to further this important message.”

“We are focusing on expansion in 2022 and 2023” Rademeyer promised. “This is not only possible because of the Dryland athletes’ desire to take part in new events, but also because of the support of our fantastic sponsors and partners. It is great to work with companies who share our optimism for next year, for emerging from the Covid pandemic with a positive approach and to build the South African economy.”

Along with Bavaria’s well-known non-alcoholic beers the Beer & Barrel company’s speciality Belgian beers will help quench post-race thirsts at Dryland Event Management races. Photo by Carli Smith/www.zcmc.co.za.

“We are also proud to announce two new partnerships for 2022, which we know our riders and runners will be particularly excited about” Rademeyer smiled. “Bavaria and the affiliated Beer & Barrel specialty alcohol manufacturer and importer join us to provide not only refreshing non-alcoholic Bavaria beers to quench post-race thirsts, but also award-winning Belgian beers too. Wellington Wines, who made their debut at the Rhodes Quality Dryland Traverse, will also be partnering with us on a long-term basis. Their superb range of wines will undoubtedly enhance our famous dinners and provide the lubrication needed for the war stories from the trails to grow, just a little.”

“We know that there is nothing more refreshing than an ice-cold beer after a long bike race or trail run, which is why it made sense to partner with Dryland Event Management” Bavaria South Africa General Manager, Andre Pasman reported. “We are looking forward to introducing their mountain bikers and trail runners to not only our world-renowned non-alcoholic beer, Bavaria, but also our less well-known speciality Belgian beers, like De Poes, La Trappe, Palm and Rodenbach.”

Wellington Wines’ fine wines will be available from the bars at all Dryland Event Management stage races and will undoubtedly make many trips to the podium in 2022 and beyond. Photo by Carli Smith/www.zcmc.co.za.

“Our partnership with Dryland Event Management fits our brand and marketing strategy perfectly” Francois van Niekerk, Wellington Wines CEO, pointed out. “We are excited for this excellent opportunity, joining forces with an internationally recognized company who excels in what they do.”

The first event at which participants were able to indulge in a post-race bottle of Wellington Wine, or one of Bavaria and the Barrel & Beer brews was the 2022 Momentum Medical Scheme Attakwas Extreme, presented by Biogen. Fittingly the Hell of the South, as it is known, was the inaugural Dryland Event Management race back in 2007. The next event on the company’s schedule is the Momentum Medical Scheme Tankwa Trek, presented by Biogen, which is set to take place from the 3rd to the 6th of February 2022.

The first 2022 event to which entries are still open is the Karoo Burn; a single day event along South Africa’s longest and most fabled gravel road, the R355. The full calendar of Dryland Event Management’s races as well as entry information on their other upcoming events can be obtained at www.dryland.co.za.

Entries to those, as well as the rest of Dryland Event Management’s 2022 races, are open. More information can be obtained at www.dryland.co.za.

 

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