NOT JUST A TEAM – Impact Investing for Athletes

by | Jan 18, 2020 | Impact Investing for Athletes, Invest In The Dream, Team Protouch


With just a few weeks to go to the end of the tax year, tax payers (individuals or businesses) can benefit from a 100% tax deduction on their investment into an Impact Fund, focussed solely on enabling South African athletes to perform on the World Stage.

Centred around the #1 Continental Pro Cycling Team in Africa [who, based on UCI points are also ranked 5th in Asia] PROTOUCH™ has assembled an ecosystem and created a platform to recognise and support South African talent, build fan engagement and, access funding for high performance athletes such as Road Cyclists.

“Our aim is to revolutionize professional sport in South Africa, by building a sustainable business [beyond sponsorships] that supports high performance and, enables investors to access a South African Impact Fund asset class” announced Rebecca Eliot, Founder of the project this week. “While the initial focus is on professional road cycling, the business model has been designed to scale to include other sporting codes, with key players that have a stronghold in these verticals”.

PROTOUCH™ has identified and/or developed [in varying stages of operations] a range of commercial components, to leverage revenue streams [beyond the traditional sponsorship model that sporting teams adopt] and drive annuity income from fans and brands, in addition to offering Investors the ability to generate a return from their investment.

These components include: a consumer-focussed Sports Affinity Programme [leveraging rebates from over 10 000 everyday shopping retailers]; a Media And Content Platform that documents and broadcasts meaningful stories of the athletes, the events and a behind the scenes view; a SA Data Ranking Series (now in its third year) that tracks and ranks over 1 000 athletes, in 30 events and helping to inform National Team selections; the introduction of a Pro Cycling Time Trial Series, a new spectator-driven format of pro cycling in South Africa (for schools, university, club and racing pro’s) that will culminate in the plan to bring international teams to compete here in South Africa by 2022; and, a range of Professional Athletes Services that includes active placement of South African riders in international Continental and Pro Teams.

We are inviting Investors – passionate about high performance sports, such as road cycling – to invest in the further development and management of this platform, focussed on getting more South Africans onto international podiums and maximising their tax allowance, under Section 12J of the Income Tax Act.

PROTOUCH™ is an approved project of ANUVA PRIVATE EQUITY LTD, registered with SARS as a Venture Capital Company in terms of section 12J of the Income Tax Act under reference number VCC 0137. Anuva Private Equity Ltd  is also licensed as a financial services provider in terms of Section 8 of FAIS under license number 48519.


THE SPORTS AFFINITY PROGRAMME offers consumers [passionate about outdoor sports] the ability to earn everyday shopping rebates, accumulated on an annuity basis providing the funding into the Phil Liggett Foundation to Support SA Talent (see below) together with the ability to access experiential offerings for programme members [such as discounted race entries and preferentially priced products and services] for passionate supporters. In addition to the everyday shopping retailers [including stores such as Pick n Pay, Shoprite, Woolworths, Clicks and Dis-Chem] a range of outdoor-specific sports brands will also be incorporated into the programme by offering further rebates, when these brands are purchased. These include Nutrition, Accessories and Equipment Partnerships already in progress.

The Sports Affinity Programme is a key annuity-based revenue stream for PROTOUCH™ as well as a platform to drive fan engagement. The Sports Affinity Programme is intended to be rolled out in time, to other outdoor sports verticals where opportune and with partners, who have a stronghold in these verticals.

The project’s Patron, Dr Phil Liggett – the global voice of cycling – has combined his  love for South Africa and Road Cycling, to partner with PROTOUCH™ in setting up and managing the Phil Liggett Foundation to Support SA Talent. The intent is to drive profits made from the Sports Affinity Programme and Time Trial Series, together with crowdfunding activities and events [hosted by Phil Liggett] to kickstart the Foundation. The Foundation will then make these funds available as part of an Athlete Rewards Programme for earning UCI Points and supporting athletes participating in Federation and UCI events, that are typically self-funded.

THE PRO CYCLING TEAM TRIAL SERIES plans to bring a new spectator-driven format of pro cycling in South Africa and will culminate in the plan to bring international teams to compete here in South Africa by 2022. This dynamic ground-breaking format is focused on creating a spectator-focussed festival and corporate hospitality proposition, as well as in-bound tourism and community development. These events, are expected to be large contributors to the ongoing sustainability of the Phil Liggett Foundation to Support SA Talent, due to the hospitality and broadcast rights revenue opportunities.

With only two South African road cyclists on the start list of the 2019 Le Tour de France and South Africa having only just qualified for just three invitations for the Tokyo 2020 Olympics – men’s and women’s categories – investing in this dream could not have come at a more opportune time, in South African [and African] Cycling.

TO FIND OUT MORE, get in touch with us on +27 83 656 4632 or