Global service provider Donaldson Filtration Solutions has called time on the South African Cross Country Championship.In an official statement Donaldson has confirmed its plans “not to pursue an extension to its sponsorship agreement beyond the 2016 season” for South Africa’s premier cross country racing championship. Donaldson, in a statement released to SANORA, said a reshape of its business would focus on growing the Donaldson footprint in Africa’s emerging markets.
“This has been a long-standing and beneficial relationship,” said Donaldson managing director Rob Simpson. “We are proud to have been associated with such a premium sporting event.”
Donaldson became the principal sponsor of the South African Cross Country Championship in 2013, taking over from Absa. Donaldson previously sponsored the successful Nissan cross country team and the Donaldson Prologue at Absa national championship events.
“While we have enjoyed a successful relationship with SANORA and cross country competitors, it is important to continually review our partner agreements to ensure they are well aligned with our business strategy,” Simpson said. “As we reshape our business, focus will be on growing the Donaldson footprint in Africa’s emerging markets. “
Simpson added that through the Donaldson championship the company had enjoyed great visibility and media coverage. The dusty conditions experienced during the cross country races had been the ideal platform to showcase a superior range of filters and expertise in the LDV market.
SANORA chief executive officer Siegfried Rousseau said the cross country fraternity in South Africa owed Donaldson a huge debt of gratitude. Over the last four years the Donaldson championship had grown into the jewel in the South African motorsport crown.
“Sponsorship agreements are a two way trip, and Donaldson certainly lived up to their end of the bargain,” said Rousseau. “The partnership with Donaldson was a terrific journey but our sport has solid structures in place and the future for continued growth is bright.”