Through its Nederburg wine brand, the company is investing €5 million on the sponsorship and surrounding activity. This includes the not-for-profit charity, Qhubeka, which is dedicated to advancing education, health and economic opportunities by providing “simple, sustainable transport”, namely bikes to remote, needy communities.

The charity is part of the World Bicycle Relief’s programme for South Africa. It claims to have already changed the lives of 60,000 people’s lives by giving bikes which enable children to go to school and people to travel greater distances.

The team will represent Africa in the world famous Le Tour de France and 150 days of competitive cycling. The pro team includes: Steve Cummings, Matt Brammeier and Mark Cavendish.

Through the Nederburg brand, best known for South Africa’s most famous wine auction, Distell has promotions involving “cycling cafe takeovers, experiential activity, wine and cycling experiences and competitions.

Team Dimension Data principal, Douglas Ryder, said: “I’m excited to welcome Nederburg as a team partner to Team Dimension Data in the coming years. To have the support of South Africa’s most awarded wine brand is so fitting for South Africa’s first-ever registered World Tour team in cycling.”