And the winners are ...

2015-06-10

The Absa Cape Epic is all about partnerships, and this week it paid tribute to some key members of the race’s family: its sponsors.The 2015 Absa Cape Epic sponsor awards were held at the elegant Cassia Restaurant on the Nitida Wine Estate on Tuesday night. Earlier the sponsors had attended a 2016 workshop at Meerendal Wine Estate, the host venue for the Absa Cape Epic Grand Finale earlier this year. Naturally, they also managed to get in an afternoon ride on the estate’s celebrated trails.
The MC for the evening, Bicycling magazine editor Mike Finch, explained that: “The Absa Cape Epic introduced the sponsor awards in 2013 to acknowledge and celebrate sponsors’ campaigns and services which are aligned to the Absa Cape Epic values, and that contribute to the rider, media and fan experience.”
The awards were judged by a panel including riders, members of the media, Absa Cape Epic staff, management and crew. 

The winners were:

Best Ride Guide Advert: Absa         
This was awarded to the sponsor who used its Absa Cape Epic sponsorship  “in a creative and synergistic way to create an interesting Ride Guide advert”. According to the judges, Absa used adverts showing their clients and Absa Pride riders in a “very effective way to capture the spirit of ‘Conquer as One’,” its 2015 sponsorship theme. This year Absa celebrated its 10th year of sponsoring the Absa Cape Epic and the banking giant launched several enterprising initiatives to enhance the event.

The Best Activation by a Sponsor: Dimension Data
This was awarded for “creative and innovative sponsorship activation that engaged with riders and the public and enhanced their event experience”. “Dimension Data executed live streaming … from remote locations on the route, where there was very little or no connectivity,” said the judges. “Families could send private message to their loved ones via the Dimension Data website which were then relayed to the team as riders came through the hotspot.” Global information and communication technology giant Dimension Data joined the Absa Cape Epic as the Official Technology Partner to the 2015 event.

Best Debut Sponsorship: Dimension Data
Open to all sponsors in the first year of their sponsorship, this award recognises the “sponsor who leveraged their sponsorship through the provision of an excellent service, or another unique brand engagement opportunity”. The judges said that the “Dimension Data team worked incredibly hard to ensure the Absa Cape Epic was beamed all around the world and that all stakeholders in race villages had world class WiFi services”.

Best Sponsor Service: Mediclinic
This award acknowledges the sponsor which has provided the riders with the most valuable and efficient service throughout the 2015 event. Candidates “must demonstrate exceptional service and quality levels to the riders and continue to raise the bar”.  “This year Mediclinic was tested under difficult circumstances and rose to the occasion to provide an extraordinary service,” said the judges. This service extended beyond the riders to crew and spectators, they added.

Best Overall Sponsorship: Sasol
This award was for “the most integrated sponsorship campaign that showcased the Absa Cape Epic across multiple platforms”. The campaign “included multiple touch points and had a significant impact on the Absa Cape Epic event as a brand”. “Sasol’s exclusive sponsorship of women's teams at this year’s race, as well as a substantial contribution towards equalising the prize money (has) set a new precedent,” said the judges. “Sasol’s support contributed to the Absa Cape Epic having the highest number of UCI women’s teams yet in the race this year.”

Founder’s Award: Dimension Data
This is a special award presented by founder Kevin Vermaak, who said the connectivity provided by Dimension Data had played a significant role in reducing staff stress levels at the event. He paid tribute to Dimension Data’s planning before the event and then the service it delivered during it. Vermaak added that the levels of connectivity had been hailed by other sponsors and “contributed to the whole brand experience at the Absa Cape Epic”.

The 2016 Absa Cape Epic takes place from 13 to 20 March and the much anticipated route will be announced at the official route launch gala dinner on 14 October 2015.  The 2016 race will host the 100th stage in the history of the event on Tuesday 15 March.