Absa has taken over from FNB as the new sponsor of the Run Your City Series after signing a four-year partnership deal with the running events in South Africa.
This comes shortly after the bank abruptly relinquished its long-running sponsorship of the Premier Soccer League in 2019. Under the new partnership, Absa has vowed to continue its journey of step-changing its contribution to society by adopting an integrated and inclusive approach to achieving impact, this time, through promoting a walking, running, and riding culture among South Africans.
The partnership is set to inspire the country to get active, reach their performance goals and connect with old and new friends on the road. The mass participation series continues to encourage walkers and runners of all fitness levels to take part in each respective event and will also feature an elite athlete invitational programme that allows South African athletes to compete against the world’s best on home soil.
Absa executive Geoff Lee said the bank recognises the role that sport and activity play in uplifting communities and boosting the nation’s morale. “Sport has been tightly woven into our identity as Africans and we are excited to be announcing our new partnership, which will not only improve our sporting prospects but will shape our lives as citizens for the better.
“The Absa Run Your City Series partnership is not only about getting active, but it will help the bank enable our colleagues to be an active force for good in their communities as part of our employee value proposition, ensuring that they are part of bringing Africa’s possibility to life and fostering a culture of action,” Lee added.
Michael Meyer, managing director of Stillwater Sports and founder of the Run Your City Series, echoed the excitement of what the new partnership meant to runners across the country. “The support of Absa will be phenomenal for road running in South Africa and Africa, on all levels.”
Athletics South Africa (ASA) president James Moloi expressed the athletics body’s support for the new partnership at the virtual launch. “It is exciting to see brands such as Absa joining the running community on the highest level in the country. We welcome new partnerships that bring up creative and innovative solutions that will help continue to build one of the leading sports in the country.”
