Nando's backs mountain biking

Nando's has developed quite a reputation for marketing itself in unique ways and so it made perfect sense for the brand to get onboard with a sport like mountain biking. Mountain biking epitomises adventurous living while promoting a healthy lifestyle and Nando's has aligned itself with both these concepts.

Rob Jackson, MD of The Leverage Corporation - the event co-ordinator and concept-generator of the Nando's Magalies Adventure - said the sponsor is the ideal brand to be associated with mountain biking. “The brand has already developed a reputation for being the healthy choice in fast food and with its Peri Deli concept hitting SA streets, the drive towards healthy eating is progressing daily. Mountain bikers have a reputation of maintaining a healthy lifestyle while pushing the edge on adrenaline-pumping tracks. The two complement each other perfectly,” he said.

Julian Bryant, Nando's group marketing director said the company is not new to mountain biking and continues to be involved with the likes of the Subaru Sani 2 C and the Sabie Experience - massive mountain biking events held in SA annually.

Nando's Magalies Adventure

Through a solid relationship with The Leverage Corporation, Jackson encouraged the brand to align itself with another event in the sport and Nando's signed up as the official sponsor of the first Nando's Magalies Adventure held last year - the first Gauteng-based event to be included in the brand's portfolio. Once again, the brand has come onboard and is sponsoring this years' event on 14 - 16 August.

The three-day event includes about 145km of newly cut, cross-country track, through over 50 privately owned farms in the area, opened to participants for this event only. The course also includes much of the Van Gaalen's single track, a must for any mountain-bike enthusiast.

Sights on larger numbers

Having received positive feedback from riders who participated in last year's event, Jackson has set his sights on upping numbers to 200 two-man teams for this year's race.

“Nando's is proud to be associated with the Magalies Adventure again this year as it is in line with our stated ambition to leverage health and nutrition as a key point of difference. Rob Jackson has also proved to be an excellent partner and really focuses on driving exceptional value for sponsors,” added Bryant. “Nando's is an edgy brand, filled with vibe and personality and mountain biking as a sport represents a natural fit to connect with consumers.”

For more information on how to tap into the world of mountain biking, go to www.magaliesadventure.co.za