and, unlocking value for brands, fans and investors...

PROTOUCH™ AFRICA is an African Sports brand, focussed solely on enabling African Athletes to perform on the World Stage.

Our vision is to revolutionize Professional Sport in Africa, by building a sustainable business [beyond sponsorships] that supports high performance and unlocks value for athletes, brands, sports enthusiasts and investors.

Our focus right now is on Professional Cycling, but we plan to extend this to cater for other sports too in the future. You can find out more about how we do this HERE.

Centred around the number one UCI-ranked Continental Road Cycling Team in Africa [for three consecutive years] PROTOUCH has assembled and invested in an ecosystem of commercial initiatives, that enhance African Cycling’s brand equity.

PROTOUCH has created a new business model – a Pan African Sports Platform, comprised of multi-Continental and top African cycling nation partnerships, alongside broadcast properties and, an Executive Cycling Network – interconnected through content, data, distribution and fan engagement – and, enabled by technology.

Why do we exist?

Global interest in cycling has never been higher, with increased broadcasting hours, television audiences, roadside attendances and booming social participation. The global cycling market size is expected to reach $75.47 billion by 2025. Despite this, professional cycling struggles commercially worldwide.

Professional Cycling is one of the oldest professional sports. With deeply rooted origins in tradition and passion, for over 100 years. However, it is still commercially underdeveloped, with a massive reliance on sponsorship as its only source of revenue. This model has not evolved and impacts heavily on its future.

“With only two African riders on the start list of the 2019 and 2020 Tour de France and, South Africa [as the Top Cycling nation in Africa] having only just qualified for just three invitation for the Tokyo Olympics – investing in this dream could not have come at a more opportune time in African Cycling” – Phil Liggett.

where it all began

It was back in 2016 that several first year U23 South African riders found themselves effectively without teams. Financial backing was becoming increasingly hard to find, the knock-on effect being little growth and opportunity in the club teams….


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