Over the past three years, The Unlimited has committed R10 million to its sports sponsorship portfolio, which included the three-year contract with the Natal Canoe Club (NCC) signed in 2010. This secured the title sponsorship of the Dusi Canoe Marathon, the Ozzie Gladwin and the Non-Stop Dusi until 2013. During the sponsorship period, the company played a key role in generating publicity in excess of R130 million for these events and created widespread awareness both locally and internationally for KZN as a popular sports and tourism destination.
In addition, nearly R1 million has been raised for the official race charities of The Unlimited Dusi, namely The Unlimited Child, the SPCA and DUCT (Dusi Umgeni Conservancy Trust). Additional funds were allocated to sponsoring celebrity paddlers to participate in the event and further raise awareness for the charities and support fundraising efforts. This investment paid off as a record amount of R368 020 was raised this year through the Charity Batch online bidding system.
According to the CEO of The Unlimited, Steph Bester, the decision not to re-sign the canoeing sponsorship has not been made lightly, as the company's involvement has not only been of a financial nature. The Unlimited has become emotionally invested in canoeing and, this year, eight employees took part in The Unlimited Dusi. "Whilst we have been involved, these races have grown in stature and having just completed my first Dusi, I can relate to the positive feedback on this year's race. The NCC have to be commended for their energy and enthusiasm in not only co-ordinating the races, but in continuing to build the profile of canoeing throughout South Africa," Bester commented.
Bester said that the sponsorship has been highly effective for the Durban-based financial services company. "The demanding nature of these canoeing events is a testament to the resilience of the human spirit and they have been a great fit with The Unlimited brand. The fact that the events take place in the Valley of 1000 Hills also provided a strong synergy with our social responsibility project, The Unlimited Child. The races have provided a platform to raise the profile of this early childhood-development initiative and more than 100 of the 314 crèches already impacted by The Unlimited Child are located in the valley.
"Over the past three years, The Unlimited's sponsorships have been focused on brand awareness and capitalising on media exposure. Now, strategic engagement has become our priority. We are, therefore, reviewing our portfolio and investigating a number of alternative sponsorship opportunities in terms of brand building and strategic positioning, community involvement and broad-based appeal."
