Absa’s powerful #SheUntamed initiative, which seeks to rapidly improve women’s access to mountain biking, and particularly to the Absa Cape Epic, is already in its fourth year of making the sport more accessible. At its heart is the goal of inspiring and helping more women break the proverbial glass ceiling by taking up the sport and ultimately competing in the Absa Cape Epic.
“Delivering the Absa Cape Epic, while doing our bit to make the sport more inclusive, is at the very heart of #SheUntamed. It’s not just about inspiring aspirant riders, though – together with our partners, we have provided women riders with unrivalled access to coaches, dedicated Epic Trippers programme sessions, training regimes and advice, which have contributed to making the #SheUntamed initiative both relevant and meaningful,” says Tina Venter, Executive: Marketing Operations at Absa.
The year 2024 will see the 20th edition of the Absa Cape Epic and the award-winning #SheUntamed initiative take centre stage. As part of Absa’s strategic ambition to be an active force for good in everything that it does, it has actively promoted women’s participation in the Absa Cape Epic. The number of women participating in the race – one of the world’s toughest – has increased from 36 in 2019 to 146 in 2023, largely due to Absa’s purposeful efforts, alongside Cape Epic. Venter adds, “As we further intensify #SheUntamed, this initiative is testimony to the fact that our sponsorship of the Absa Cape Epic is more than just a sponsorship.
This is one of several initiatives created by Absa to drive transformation, diversity and inclusion and, in turn, is part of Absa’s ambition to be an active force for good in everything that we do. We are also thrilled that our efforts continue to be recognised in the market through the plethora of awards and recognition.”In September 2023, Absa announced the extension of its title sponsorship of the Absa Cape Epic, the world’s premier mountain bike stage race. The extension solidifies Absa’s long-standing position as the primary sponsor of the iconic event.
