MTN’s professional cycling team, MTN Qhubeka, has been given a new look after five of the team’s vehicles were given a moving brand makeover by Graffiti. The various transporters and race vehicles have been branded with MTN’s signature yellow colours along with the company’s Qhubeka corporate social investment logo in an attempt to generate awareness around the Qhubeka project.
“The five vehicles form a fundamental part of our cycling infrastructure as they not only provide transportation for the cyclists and their bikes to the various races, but they also include our race vehicles that ride behind our cyclists on race days. Hence it was essential that the image we created for the vehicles would draw attention to the team and its sponsors, whilst also alerting people to our Qhubeka programme,” says Doug Ryder, team principal of MTN Qhubeka Cycling.
In 2011 MTN renamed it’s cycling team after its well-known Qhubeka corporate social investment project in an attempt to raise public awareness of this work-to-earn initiative where children are able to earn their own bicycles. The MTN Qhubeka partnership is a unique cause-related sponsorship that aims to not only help promote Africa’s first world-class cycling team, but to also use this association to leverage significant corporate support for the establishment of cycling as a practical transportation means.