Qhubeka Assos becomes Qhubeka NextHash, adds Burberry as sponsorship partner
The Qhubeka Assos team has become the Qhubeka NextHash team after the squad signed a deal with a new title sponsor.
NextHash, a parent company for several entities focused on using blockchain technology in finance, is coming aboard with immediate effect as the 2021 Tour de France looms.
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The South African WorldTour team has signed a five-year deal with the company, securing its longterm future – at least in professional cycling terms – less than a year after the team nearly disappeared. Shortly after the announcement of a new title sponsor, the team also announced that luxury fashion brand Burberry will also be coming aboard as a sponsorship partner.
After four years as Dimension Data, the team became NTT at the start of last season amid a global restructuring at Dimension Data parent company NTT. After NTT decided that it would not continue in the role of title sponsor, the team spent months searching for a new partner. The squad ultimately stayed afloat thanks to the arrival of Assos as a co-title sponsor.
Moving forward, the Qhubeka charity, with which the team has partnered for years, will remain a part of the name alongside new arrival NextHash, while now-former title sponsor Assos will continue to be the team’s kit partner for 2021. The squad is set to reveal its new kit at Thursday’s Tour de France team presentation.