Thirsti answers the Comrades call and takes Race Number sponsorship in a Flash!

On the 28th February 2024 the Comrades Marathon Association (CMA) announced that Thirsti, the Official Hydration Partner of the Ultimate Human Race, had both renewed their partnership with the Comrades for another four years and upgraded their involvement with the race to that of a Tier One sponsor which included the exclusive branding rights of the Race Numbers. The deal was proudly negotiated by Flash Sponsorship, the exclusive commercial agent to the Comrades Marathon.

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“When opportunity knocks, it’s always good to answer, and answer Thirsti did! Rob, Michelle and the Thirsti team immediately recognised the opportunity at hand and snapped it up in a Flash, so to speak! Having been a proud partner to the Comrades for six years, including when it was cancelled due to Covid, Thirsti have stepped up even further to secure the prize right of Race Number branding which will take their association with the race and exposure received to a completely new level.” says Richard van der Schyff, Managing Director of Flash Sponsorship.

CMA Chairperson, Mqondisi Ngcobo says, “As a proudly South African and KwaZulu-Natal event, the Comrades Marathon Association is immensely proud to renew this prized partnership with Thirsti as our official hydration partner and to introduce them as a new tier one sponsor. Thirsti has established a formidable national footprint in the bottled water market and has already injected a new level of excitement and passion into the planning and execution of this year’s Comrades refreshment stations.”

Ngcobo adds, “It is heartening to know that by partnering with a company that shares our values, not only will our runners enjoy the benefits of pure spring water but we will lessen our impact on the environment and ultimately benefit our own local economy and communities.”

Rob Hoatson, Managing Director of Thirsti says,?“We have found significant value in being the hydration partner to the Comrades Marathon since 2019 and are thrilled to amplify our partnership with such valuable real estate leading up to the 100th?race. As a KwaZulu-Natal based business, the Comrades Marathon has always been close to our heart, and it gives us immense pride to be part of the story in this historical event.”

Adds Hoatson, “We firmly believe that come race day, we’ve done our best to ensure the runners remain both hydrated and re-hydrated for The Ultimate Human Race. It is our honour to partner with this race and hydrate all participants. Naturally, we wish all runners well on this year’s Up Run on Sunday, 9 June 2024.”

CMA Race & Operations Manager, Ann Ashworth says, “The Comrades Marathon Association is proud of its six-year partnership with Thirsti. This year is special as Thirsti remains not just the official hydration partner to The Ultimate Human Race but also moves on up to tier one status, a very real show of commitment to the Comrades Marathon and the future of road-running in our country.”

Thirsti’s Head of Marketing Michelle Lillico says that the brand is honoured to be a partner to The Ultimate Human Race, “We’re a brand that admires those with a thirst for life, and are proud to show our respect, support and encouragement to the athletes by supplying them with their most valuable race day refreshments. In addition, we’re planning an exceptional Polly Shortts activation point that we hope will uplift and energise the athletes to complete this year’s 97th?running of the most loved ultramarathon.”

The 97th?Comrades Marathon will be an Up Run on Sunday, 9 June 2024, starting at the Durban City Hall at 05h30 and ending 12 hours later at the HollywoodBets Scottsville Racecourse in Pietermaritzburg.