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Primedia Sport Rises to Benefit SA Road Cycling


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Primedia Sport Rises to Benefit SA Road Cycling

Press Release: Cycling South Africa, 27 June 2011


27 June 2011 - Following the resounding success of the inaugural 2011 Cell C Tour of South Africa, managed by Cycling South Africa, a new joint venture has been created between Primedia Sport and CyclingSA to ensure that the event will grow from strength to strength over the next 5 years.


Primedia Sport aim to build and maintain a leadership position in the Sports Marketing industry by providing clients with sports platforms that offer unique communications solutions and leading the development and promotion of innovative sport and entertainment events, products and rights.


Primedia Sport’s commitment to the Tour is confirmed by their CEO Lyndon Barends: “The Cell C Tour of South Africa will develop into a world class cycling event. The UCI is very supportive of our efforts and have encouraged us to create additional event specific resources.”


Former CyclingSA CEO Barry Mocke has been appointed as General Manager of the joint venture. “The Tour has such enormous potential that we believe that a full time office and staff to promote and manage the event is absolutely necessary. Barry’s experience and skills will enable the Tour to satisfy the shareholders commercial interests but at the same time address government’s intention to develop world class athletes and events whilst at the same time popularising the sport of cycling and promoting sports tourism,” continued Barends.


“We recognise that Barry will enable the federation to achieve some of its objectives utilising the Tour of South Africa as a vehicle. Barry has an intimate understanding of our 2020 Vision that talks about the commercialisation and promotion of the sport whilst maintaining a rider centric and socially relevant perspective,” said CyclingSA President Greg Till.


The Cell C Tour of South Africa has the potential to become a focal point on the international cycling calendar and it could be the catalyst for significant tourism to the country. By positioning of the Cell C Tour of South Africa at the end of February it strategically fills a gap in the international calendar (just before the start of the European season) and is a time of the year when South Africa, in all its glory, can be shown to the rest of the world.


According to the newly appointed General Manager, there are a number of key areas that need to be addressed in the short term relating to sponsors, broadcast, media and the route for 2012. Many opportunities avail themselves to organisations wishing to align themselves with the Tour. Discussions and negotiations have already progressed in this regard and Cell C Tour of South Africa look forward to making announcements shortly.

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