ASG Sport Solutions was established in 2006 after securing the agency for Rudy Project eyewear in Southern Africa. With its head office in Pretoria, the company has a distribution network that stretches throughout Southern Africa. ASG Sport Solutions grew rapidly since its establishment and added several more Italian premium cycling brands to the stable. These included Pinarello, SIDI, Selle San Marco, and Most. With a proven track record in achieving results for its brand owners, ASG went on to acquire even more of the world’s best cycling brands, including FFWD, SIXS, Fulcrum, Veloflex, DeMarchi, High5, etc.
With a firm commitment to cycling development, ASG started investing in professional cycling by sponsoring both a Junior Team and a U/23 Team since 2010. In 2011, the bar was raised by also signing an agreement to supply all the cycling kit requirements (from bikes to clothing) for Team Bonitas, arguably the most successful South African cycling team in recent years. In recent years we have also been in partnership with the Bestmed ASG Ladies team. The end result has been nothing less than spectacular, with multiple SA champions now being part of the ASG stable.In addition to these team sponsorships, ASG also sponsors more than 2,500 South African elite and high profile professional athletes and teams across multiple sporting disciplines. Rudy Project is also the official eyewear of the South African PGA, Ironman SA, MTN Shootout, Sani2c 2013 and many more prestigious events and organisations. One of the most exciting additions to the portfolio has been the ASG MTB Academy that house riders of all levels and categories including some of the country’s top mountain bike specialists.
ASG has since 2011 made significant investments in cycling development throughout South Africa including a close relationship and support of the Velokhaya and Qhubeka projects that’s turning young people from poor communities into cycling enthusiasts and occasionally into cycling champions, whilst also developing much needed life skills.
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