Burberry announced its partnership with Team Qhubeka NextHash, a purpose-led, high-performance UCI WorldTour cycling team who compete to raise awareness and funds for Qhubeka – a South African not-for-profit organisation.
The first luxury fashion brand to partner with a Tour de France team, Burberry’s support will begin with the race on 26 June 2021 and continue for the rest of the year. Team Qhubeka NextHash is a multicultural, diverse team with bases in South Africa, the Netherlands and Italy.
Meaning “to move forward” in Nguni, Qhubeka enables people to earn bicycles through its not-for-profit programmes, which will also be supported by a donation from Burberry. Qhubeka’s initiatives help students travel to school, healthcare workers access more patients and first responders transport life-saving equipment to those in need.
Burberry and Team Qhubeka NextHash are united in their longstanding commitment to driving positive change in communities and building a more inclusive future. The partnership brings together shared values of pushing boundaries, exploring new spaces and landscapes to create possibilities and challenging expectations.
Rod Manley, Chief Marketing Officer, Burberry: “We are delighted to be supporting Team Qhubeka NextHash, partnering with them as they compete in this year’s Tour de France and contributing to their charitable work. We were inspired by their ethos of uniting a diversity of cultures and backgrounds to focus on high performance while having a meaningful positive impact on the communities around them. We will be cheering them on through every stage of the Tour and into the future, and we are so proud to be a part of their team”.
Douglas Ryder, Team Principal, Team Qhubeka NextHash: “I am so happy to welcome Burberry as an official partner to our team, a brand built on pioneering luxury clothing for the outdoors. The beautiful Thomas Burberry Monogram will feature on the jerseys of our team as they push the boundaries and go beyond what they think is possible in Tour de France and the rest of the racing calendar this season. Our mutual passion for diversity and inclusion through the team and the Qhubeka charity is a strong connection, and we look forward to telling some impactful stories together.”
The Burberry logo and iconic Thomas Burberry Monogram will feature on Team Qhubeka NextHash’s cycling jerseys and tour vehicles.