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Momentum is the new name behind the 94.7 Cycle Challenge, but it will still be one the biggest and best days in Joburg's calendar.
A MODIFIED 94.7 Cycle Challenge, with a brand-new sponsor, trademark and tagline, will bring pedal power to Joburg streets on Sunday, November 15.
Highveld Stereo, a subsidiary of Primedia Broadcasting, announced at a press briefing on Tuesday, 30 June that it had signed a three-year, multimillion-rand sponsorship deal with Momentum, the financial services provider.
Through the partnership, Momentum will sponsor the bicycle race and all its subsidiary events, including the children's challenge and the mountain bike challenge. From now, the race will be known as the Momentum 94.7 Cycle Challenge. This year marks the 13th year of the race.
Commenting of the partnership, Tracey McBain, the head of corporate communications at Momentum, noted that the Cycle Challenge tied in well with Momentum's brand philosophy of self-belief and making a success of life. "You need to have drive and determination to achieve in life and this also applies to finishing a 94,7km cycle race."
The new partnership means that Momentum, as the prime sponsor, will also take sponsorship rights at all water points, of the live television broadcast and of the annual Cycle Challenge expo and registration.
Ravi Naidoo, the 94.7 Highveld Stereo station manager, said Momentum's "product range and brand philosophy aligns well with wellness, lifestyle and health and that's what the race is all about".
Raise the bar
The partnership would allow the radio station to reinvent the 13-year-old race and "raise the bar"; this year's race would be more interactive, he added. "Cyclists can look forward to a new and improved race and more support from the people in Joburg."
Voted Road Race of the Year in 2003, 2005 and 2006 at the annual Pick n Pay Go Banking Cyclist of the Year Awards, the Cycle Challenge is fully endorsed by the City.
"Hosting an event that closes many of the major roads in an international city requires great commitment and input from the City of Joburg, and a team of dedicated people who understand the magnitude of the job," said Tanya Harford, the race organiser. "We are very fortunate that everyone involved with the Cycle Challenge is committed to its success."
This year's route will remain largely the same as last year; however there will be a few detours to accommodate extensive roadworks. But the race will still be 94,7 kilometres long - and there will be full road closure on race day.
The Momentum 94.7 Cycle Challenge usually sets off from the corner of Woodmead and Maxwell drives, in northern Joburg. The start this year, however, will be moved about a kilometre back to the front entrance of the Vodacom World of Golf, on the corner of Maxwell Drive and the R55.
Route
From here, it will cascade to the N1 and take the offramp into Newtown in the central business district, pass over the iconic Nelson Mandela Bridge into Braamfontein, go up Jan Smuts Avenue, then travel through Cosmo City and Diepsloot to finish outside the Gatehouse Waterfall Country Estate, in Midrand - which would now become the permanent home for the race, organisers said.
The 94.7 is everybody's race
Each year, on Cycle Challenge Sunday, a mosaic of cyclists brave the scorching November heat to pedal through the streets of Jozi, riding through the ambiance of a world-class city to the loud cheers of spectators who usually line the streets to egg them on.
Harford noted that the reasons behind the enthusiasm for the race were a stunning route, wonderful organisation and excellent race control, which contributed to an unequalled cycling experience. This was complemented by a strong contingent of metro police, medical and security personnel.
The Momentum 94.7 Cycle Challenge is hailed as "everybody's race" - its new tagline - and is ranked as the second largest annual cycling event of its kind in the world, and the biggest mass-participation, timed sporting event.
Geoffrey Crow, a stakeholder at Century Property Developments, the developers of Waterfall Country Estate, was excited about the new partnership. "I have been doing the Cycle Challenge for many years and I am happy with the news of the new sponsor. I am looking forward to my fourth race and I will enjoy it a lot."
Finish line
Waterfall Country Estate is situated between Woodmead and Midrand, providing a picturesque environment along the banks of the Jukskei River, which meanders through the estate. It is close to Ben Schoeman Highway between Pretoria and Johannesburg, with its boundaries formed by Allandale Road, the World of Golf and Woodmead Drive.
Nicolaas Kruger, the chief executive of the Momentum Group, encouraged all Joburgers to participate. "I want to encourage all the cyclists to take part in the event, but the event is not only for the cyclists, it's also for all the spectators and for people around the race route."
The Cycle Challenge expo and race registration will be held a week before the main race at the Sandton Convention Centre, in Sandton, in northern Joburg. As always, the expo, which focuses on cycling, nutrition, sports clothing and sports stores, is expected to attract up to 30 000 people; it is believed to be the biggest health and cycling expo in Gauteng.
The Cycle Challenge will be screened live on SuperSport with Phil Liggett, the popular Tour de France commentator, as anchorman. The race comprises two categories - a 180km race for professional riders and a 94,7km race for amateurs and beginners. Entries for the race are open and will close on Monday, 14 September.
For more information about the race, telephone the race office on 011 463 2743.
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