Cycling for Change: How MultiChoice Is Promoting Health Across Africa

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MultiChoice, the prominent Pay TV provider in Sub-Saharan Africa and the parent company of DStv and GoTV, has unveiled an exciting partnership with Cycling Lagos (, a premier cycling event in Africa. According to the organiser, this much-anticipated event is scheduled to take place in Lagos on October 21 and 28, 2023.

Tope Oshunkeye, the Executive Head of Marketing at MultiChoice Nigeria, expressed their enthusiasm for this collaboration in Lagos, stating this marks the second time that the cable TV giant, MultiChoice, has joined forces to support this grand cycling extravaganza, aiming to showcase the allure of cycling to its vast audience spread across the African continent.

“We are thrilled to provide media partnership for the Cycling Lagos event in October adding that with this partnership, MultiChoice, known for offering a diverse array of entertainment channels to millions of subscribers through DSTV and GoTV, will play an active role in promoting and covering the Cycling Lagos event.

Also speaking, Bamidele Adeleye, the Managing Director of BrandEscort Communication and the brain behind the cycling initiative, hailed MultiChoice’s steadfast commitment to supporting the Cycling Lagos event.

He underscored that MultiChoice’s continued involvement is a testament to the company’s unwavering faith in the event’s organizers.Reflecting on the journey, he said, “About 5 years ago, we embarked on this distinctive project with Multichoice’s support, and here we are once again with the 2nd edition.

“Our partnership with MultiChoice continues to flourish. We are genuinely excited to collaborate with the Pay TV company to promote a healthy lifestyle in Nigeria and Africa through cycling.

“At a recent press conference where event activities were unveiled, Mr. Oluwatoyin Gafaar, Director General of Lagos State Sports Commission, emphasized the Lagos State Government’s dedication to ensuring the resounding success of the 2nd Cycling Lagos event.

He pledged to leave an indelible mark on the growth and development of grassroots sports in the state. Represented by Mr. Kolawole Moses, Director of Sports Development at Lagos State Sports Commission, he reiterated the state government’s commitment to nurturing grassroots sports talent.

The 2nd edition of Cycling Lagos comprises five categories: Corporate race, Celebrity race, Amateur race, Children’s race, and Professional race, catering to a wide range of participants’ interests and skill levels.

The “Greener Ride” themed 2nd Cycling Lagos will commence with the Mini Tour of Lagos, a promotional tour in select locations within Lagos, on October 21, 2023. The Children’s Edition is set to take place on the same day at the Teslim Balogun Stadium in Surulere, Lagos.

The Grand Finale of the event is scheduled for Saturday, October 28, 2023, in Lagos.

In addition to MultiChoice, the 2023 edition enjoys the support of various esteemed organizations, including the Lagos State Sports Commission, Lagos State Cycling Association, and Nestle Nigeria Plc, among others. This collective effort underscores the commitment to grassroots sports development in Lagos State and the unearthing of fresh talents within the realm of cycling, he concluded, .

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