Bonitas bows out of The Comrades

Joint statement from The Comrades Marathon Association and Bonitas Medical Fund

The Comrades Marathon Association (CMA) has thanked Bonitas Medical Fund for serving as a major sponsor to The Ultimate Human Race for the past 15 years, putting runners first and adding substantial value to the Comrades Marathon. However, Bonitas has decided to not renew its sponsorship, meaning they will not be on the start or finish line from 2021.

‘It is not a decision we took lightly’, says Lee Callakoppen, Principal Officer of Bonitas. ‘After this long association we are still very invested in the ethos behind the race. Every year we have been in awe of the dedication, tenacity and commitment of the thousands of local and international runners who tackle this gruelling route. It’s all about celebrating ordinary people doing extraordinary things.

‘As a leading healthcare provider and a medical aid for South Africa, we have always known the importance of quality healthcare. However, Covid-19 has made this even more so. It has meant us adapting our business model to be more agile to ensure we are providing members the care they need. We have therefore decided to channel our funds into strategic healthcare and wellness initiatives.’

CMA Chairperson, Cheryl Winn wished Bonitas well, saying, ‘We would like to thank Bonitas for their many years of investment and support. During those 15 years, together we were able to introduce innovative ideas and host informative seminars and workshops to assist runners, all thanks to Bonitas, who were with us every step of the way.’

She said the Bonitas brand became synonymous with the world-renowned Comrades Marathon by hosting the start as well as the having a large presence en-route which included kilometre marker boards and brand activations at Pinetown and Botha’s Hill. The trademark red and white brand name was also on the Comrades Marathon individual runner’s race numbers.

Bonitas hosted the Winners Circle at the Comrades Marathon Finish Venue and supported the Comrades Bailer Buses for many years. The brand was also part of nearly half a million Comrades goodie bags over the duration of their sponsorship and in later years, the Fund supplied body warmers and the much-loved arm sleeves to all participants.

On the television broadcast side Bonitas sponsored the Eye-in-the-Sky helicopter, which provided a birds-eye view and brought an additional dimension to the Comrades race day commentary.

‘As one of South Africa’s leading medical aid provisioners, Bonitas became a regular sight not just on race day but throughout the year, at Comrades Marathon qualifying races, roadshows, the novice and women’s seminars, webinars and their expo stand with physiotherapy facilities.

The relationship grew to such an extent that Bonitas became an integral partner to the incredible Comrades Marathon story, working in collaboration with the organising team behind ‘The Ultimate Human Race’ to make it a success and also to help raise funds for the Amabeadibeadi charities.

Last year CMA accorded Bonitas the branding rights for the highly photographed and televised finisher banner as a thank you for its long-standing contribution.

‘We’re pleased that the last year of our collaboration was a memorable one. The actual 2020 Comrades Marathon might have been cancelled due to the global Covid-19 pandemic however, our ‘Race The Comrades Legends’ virtual run was an overwhelming success, with 43 788 participants running in cities, towns, villages and rural areas throughout South Africa and around the world, proudly wearing their Bonitas Comrades Race Numbers. Testament to how as runners we can adapt our sport and survive.’

Winn adds, ‘We are of course saddened at the parting of ways with Bonitas after so many years, but CMA is already actively seeking new high profile sponsors to take up the rights, commencing with what will be our most innovative, inclusive and momentous 2021 Centenary Year Celebrations.’

In conclusion, Callakoppen wished CMA all the best for 2021 and beyond. ‘The Comrades is such an iconic and proudly South African event and we are very proud to have been part of the journey for all these years.’