Bridgestone South Africa

Bridgestone to Sponsor 2012 Route 69 MTB Experience

Jan 27, 2012

Bridgestone SA will make its official debut into mountain biking this year as the title sponsor for the 2012 Bridgestone Route 69 MTB Experience.

"Bridgestone have been considering sponsorship within the mountain biking event arena for some time now. With almost 900 mountain biking events on the cycling calendar this year, we've been careful to do our research thoroughly and been highly selective in choosing both an event and a supporting race organiser we feel can attract and support our high-end target market. We consider the Route 69 MTB Experience, now in its second year and organised by highly respected race organiser Rob Jackson of the Leverage Corporation, to be a platinum event in terms of both the experience it offers to riders and its ideal timing so early in the race calendar," says Jan Maritz, Promotions and Advertising Manager of Bridgestone.

Riders have the option of registering for either the three-day, two-day or one-day event and the rugged route begins in Lanseria on Friday the 24th of February, passes through the historic Cradle of Humankind, and ends up at the luxurious Kloofzicht Lodge in The Cradle some three days and 200km later on the 26th of February. Scheduled to take place at the end of February 2012, it is a well-timed race providing a great opportunity for all serious mountain bikers looking to prepare for some of the popular endurance events taking place in March, April and May.

"We wanted to put together not only a superior mountain biking event in terms of the package offering, but also one which would make sense for training for other bigger events later in the year. With Sani2C moving to May, this gave us the ideal gap for a good hard training race," says Rob Jackson, Managing Director of The Leverage Corporation.

With mountain biking events attracting nearly 600 000 active cyclists annually, it is fast becoming the marketing option of choice for sponsorship savvy companies.

"Amps results show that more adults are participating in cycling than golf and it is affectionately known as the "New Golf"," comments Jackson. "One of the reasons for its great success is the powerful experiential opportunity one finds with the sport. With the right product those involved in the event not only get to see the brand, but they get to experience it as well. We are delighted to welcome Bridgestone SA as one of our sponsors and believe they will really add value to the race this year. "

Entries for the 2012 Bridgestone Route 69 MTB Experience are open and close 12 February 2012. For more information on the event go to


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Bridgestone South Africa

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