MiWay, the direct, online financial services provider, has confirmed its sponsorship of a new mountain biking and trail running event – The Dirt Festival Series, organised by Bicycling and Runner’s World magazines.
The four-event series will kick off in February at Northern Farm, just outside Johannesburg, followed later this year by events in August, September and October in Durban, Johannesburg and Cape Town.
“The race routes have been designed to suit to all skill levels of mountain bikers and runners, encouraging even beginners to enjoy the sport with an overall emphasis on fun,” said MiWay’s Carine Conradie. “MiWay aims to encourage mass participation in these sports and to create more opportunities for family involvement.”
“Working with established, respected brands like Bicycling and Runner’s World is very exciting for MiWay. Who better to choose as media partners for this exciting initiative than the experts?”
“Our Dirt Festival concept brings the two rapidly-growing sports of mountain biking and trail running together with various distances to cater for the fun, lifestyle and professional athletes who combine to form our readership,” said Myles Kelsey, Marketing Manager of Bicycling and Runner’s World. “
“The demographics of our readers are a perfect match with the target market of the event sponsors and we would like to thank MiWay and Peptopro for their support. The Dirt Festival is a one-day event for the entire family with the emphasis on fun, safety and health,” concluded Kelsey.
For more information about The Dirt Festival, visit www.miway.co.za