Bonitas Medical Fund, South Africa’s second largest open medical scheme, announced that it is taking over the sponsorship of the professional cycling team previously sponsored by Medscheme.
The ten-man cycling team headed by local cycling legend, Malcolm Lange, has dominated the South African cycling calendar during the past two years, winning a total of 56 local races including the prestigious Cape Argus, 94.7 Cycle Challenge and Amashovashova for two years running.
Team Medscheme has also been successful in international events held in the USA, The United Arab Emirates, India and Malaysia.
Medscheme CEO, André Meyer, explained that that the company had entered into a number of cycling-related sponsorships as part of its long-term brand building strategy. “The professional cycling sponsorship in particular has been phenomenally successful and has more than doubled Medscheme’s brand awareness in the corporate market.”
“However, Medscheme’s focus going forward will be to enter into a partnership arrangement with Bonitas whereby the team will be rebranded Team Bonitas Medscheme and the sponsorship leveraged to build Bonitas’ brand in this market,” he said.
Bonitas’ Acting Principal Officer, Gerhard van Emmenis said that although the Bonitas brand was already well entrenched in certain markets, the sponsorship will complement Bonitas’ existing sponsorship of the Comrades Marathon and propel the brand into new markets.
Van Emmenis added that the sponsorship fits perfectly with Bonitas’ holistic approach to healthcare.
“Bonitas has been entrusted with the responsibility for providing for our members’ healthcare needs and that responsibility goes beyond merely providing value-for-money medical aid benefits.
”By entering into sponsorships that involve healthy pursuits such as running and cycling, Bonitas wants to set the example and encourage members to live healthy lifestyles as well,” he concluded.
