Cape Argus Pick ‘n Pay Cycle Tour stamps out ambush marketing

"We have a duty to protect the interests of the Cape Argus Pick 'n Pay Cycle Tour's associated partners and sponsors," said Alec Lenferna, Event Manager. "Any branding placed on the route or handed out at any of the Cycle Tour events will be confiscated. We want to maintain a festive and exciting atmosphere but will not permit ambush marketing."

The Cycle Tour contributed more than R200 million to the Western Cape Economy last year and all expectations point to the fact that these figures are due to increase this year.

Amendments to the Trade Practices Act and Merchandise Act dealing with ambush marketing were passed as a build up to the ICC World Cup Cricket a few weeks ago. The two acts stipulate that it is now a criminal offence for anyone to imply an association with an event without paying for it.

"Any organisation or entity currently using the Cycle Tour name or logo without permission must contact the events office marketing department to get approval," said Lenferna.

No banners or branding from any organisation, other than official sponsors will be permitted along the route or at any of the other events that form part of the Cape Argus Pick 'n Pay Life Cycle Week, starting on Saturday, 8 March 2003 and concluding with the Cycle Tour on 16 March 2003.

Contact the Cape Argus Pick 'n Pay Cycle Tour on info@cycletour.co.za or 083 910 6551 for more information on this and other events that will form part of the Cycle Tour and Life Cycle Week. Alternatively log on to www.cycletour.co.za for regular updates and features on the Cycle Tour.