Convenience store chain Spar International has signed up as a sponsor of UCI WorldTour cycling outfit Team Dimension Data for Qhubeka.
The one-year deal will provide Spar with brand exposure on the South African team’s jerseys.
The deal marks Spar’s first sponsorship agreement with a global cycling team. Spar is a long-term sponsor of European Athletics.
Team Dimension Data’s team principal, Doug Ryder, said: “It is great to bring in a partner like Spar from a different industry into Team Dimension Data for Qhubeka. Spar has a wonderful culture that cares about its customers and the communities where they operate.
“That resonates deeply with our team. We look forward to making an impact together and showcase Spar’s commitment to encouraging an active, healthy lifestyle this year locally in South Africa and around the world.”