Cycling: The 2024 Loop Safari Gravel Series Launched

LOOP Chief Marketing Officer Nina Ndabaneze and Kelvin Mwangi (Kenya Cycling Federation)
flag off the exhibition race at the launch of the 2024 LOOP Safari Gravel Series.

NAIROBI, Kenya- LOOP Digital Financial Services (LOOP DFS), in partnership with AMANI Project, have today launched the 2024 LOOP Safari Gravel Series, a four-leg cycling series to be held in Nairobi, Iten, Naivasha and Vipingo.

The series will kick off on February 4th in Nairobi, before heading to Iten in March. It will then continue at Hell’s Gate in Naivasha in June, in the flagship event on the calendar, which will also be part of the International Cycling Union (UCI)’s prestigious Gravel World Series. The LOOP Safari Gravel Series will conclude with a coastal event at Vipingo in September.

Speaking at the launch event, LOOP DFS CEO Eric Muriuki highlighted the brand’s support for the Safari Gravel Series and the sport of cycling as one that resonates with the brand’s ethos; “Cycling is both a sport and a lifestyle as it encapsulates a narrative that extends beyond competition. It tells of a story of grit, determination, and triumph over challenges that accurately resonates with us at LOOP, both on and off the cycling tracks.”

“At LOOP, we are more than a financial Technology Company (Fintech), we are a lifestyle enabler connecting our customers to the best experiences, solutions and deals to get the best out of every interaction.

Kelvin Mwangi (Kenya Cycling Federation), Paddy Williams (Amani Foundation), Nina
Ndabaneze (LOOP Chief Marketing Officer) and LOOP CEO Erick Muriuki (Far right) are joined by cyclists as they unveil the 2024 LOOP Safari Gravel Series calendar.

Through this, we believe that LOOP is a catalyst for growth not only financially, but in all aspects of our customers’ lives.” He added.

The LOOP Safari Gravel Race Series events will see professional and recreational cyclists face assorted challenges as they race through some of the incredible varied gravel terrains that Kenya has to offer, across the three race distance categories at each event (approximately 120km, 60km, and 20km). Gravel cycling is a fast-growing sport in the region, offering cyclists the opportunity to race and enjoy the thrill of the great outdoors whilst avoiding the dangers of riding on the road.

Speaking about the partnership on behalf of the AMANI Project, Paddy Williams expressed his delight at having a brand like LOOP sponsoring the 2024 LOOP Safari Gravel Series:

“We are thrilled to have LOOP on board as our headline partner for the 2024 Safari Gravel Series. It goes a long way towards showing the potential of cycling in the country and region. Beyond that, we’re confident that this sponsorship will support our aim in elevating Kenya as an exciting cycling destination to the world.”

Paddy Williams (Left) and LOOP CEO Erick Muriuki (Right) unveil the 2024 LOOP Safari Gravel
Series Calendar.

“We expect a good number of competitors to take part at our first event in Nairobi on Sunday 4th February, racing over 120km, 60km and 20km distances, as well as providing a mini circuit for kids to have a go at cycling in a safe, friendly environment. It promises to be a great day of fun for the whole family, so we urge you all to come and get hooked by the gravel bug at the LOOP Safari Gravel Series.” He added.

As Paddy alludes to, apart from the cycling action fans can expect various engaging activities for the all ages and experience levels. The hospitality area will offer a space where those in attendance can enjoy music, games and learn more about the LOOP brand.

As part of the sponsorship, LOOP is also committed to carrying out assorted activities towards the brand’s sustainability agenda at each race venue.

“Through this sponsorship, we will continue to drive our sustainability agenda of rehabilitating and conserving our waterways, through various activities at every host location. We will also encourage people to participate in tree planting exercises that will play a crucial role in protecting our water catchment areas from degradation.” Muriuki added.

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