Burberry extends links with Team Qhubeka NextHash for Tour of Britain

By

Sandra Halliday

Published
Sep 10, 2021

Burberry is to continue its partnership with Team Qhubeka NextHash, the UCI WorldTour cycling team which competes to raise awareness and funds for Qhubeka, a South African not-for-profit organisation.

The collaboration was originally announced in June, with the London-based Burberry becoming the first luxury fashion brand to partner with a Tour de France team. The alliance now includes support during the current eight-stage Tour of Britain 2021. The team started their journey in Cornwall on 5 September and will finish in Aberdeen on 12 September.

Throughout stage five in the North West and stage seven alongside the Scottish Borders, Burberry is hosting a series of mini branded pop-up elements in the heart of the British race, “creating an unforgettable atmosphere”.

“Burberry and Team Qhubeka NextHash are united by their shared values of pushing boundaries, exploring new spaces and landscapes to create possibilities and challenging expectations”, the company said Friday. 

The Burberry logo and Thomas Burberry Monogram feature on Team Qhubeka NextHash’s cycling jerseys as well as tour bicycles and vehicles.

Team Qhubeka NextHash is a multicultural, diverse team with bases in South Africa, the Netherlands and Italy. There are 19 nationalities represented across its WorldTour and Continental feeder team rosters.

Meaning “to move forward” in Nguni, Qhubeka enables people to earn bicycles through its not-for-profit programmes, which is also being supported by a donation from Burberry. 

Qhubeka’s initiatives help students travel to school, healthcare workers access more patients and first responders transport life-saving equipment to those in need.