Italy: Young brewers on the rise Promotion: ERDINGER Alkoholfrei ...

SPoRt
SERvING PROMOTIONS
ERDINGER Alkoholfrei around the world
Running, cycling, swimming – sport is at home
all around the world, just like ERDINGER
Alkoholfrei. For 11 years now, the isotonic
thirst-quencher has been represented at sports
events around the world with its high-profile
serving promotions. In the 2012 sporting
season, ERDINGER Alkoholfrei was once again
served at the finishing line of numerous events
– to the delight of the successful contestants.
South Africa
ERDINGER Weißbräu supported two triathlon
events in South Africa with its sports beverage.
At the Western Cape’s biggest sporting event, the
Freshpak Fitness Festival in Clanwilliam, the
athletes crossed the line after an 800 m swim,
20 km cycle race and 5 km run. Over 800
athletes took the opportunity to test their abilities
– and ERDINGER Alkoholfrei beer.
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Dereje Tulu from Ethiopia came second in the Stockholm Marathon.
The Jailbreak Triathlon was held 250 kilometers
further south near Worcester. As the name
suggests, the race takes place around the
Brandvlei prison. The challenges have all been
given appropriate titles: “The Life Sentence”
(3.3 km swim, 133 km cycle, 33 km run),
“Maximum Escape” (2.2 km swim, 88 km cycle,
22 km run), and “Minimum Escape” (1.1 km
swim, 44 km cycle, 11 km run). An ERDINGER
Alkoholfrei “to celebrate freedom” tastes
particularly good when crossing the line.
Netherlands
The bright blue logos of the ERDINGER Non-
Alcoholic drinks stations in the finishing area
send a clear signal to the trail runners of the
Dutch Trail Cup in the Netherlands that the end
is in sight. Runners needed a particularly good
grip for the Koning van Spanje Lauf (Gulpen),
the veluweZoom Trail (Rheden) and the Dune
Trail (Schoorl), as all the courses were away
from asphalted roads. The races led the contestants
through country areas along nature trails
– and in the case of the Dune Trail in Schoorl
even over the Netherlands’ highest dune.
Luxembourg
For the seventh consecutive year, the Grand
Duchy of Luxembourg invited runners to take
part in the ING Night Marathon. 10,000 athletes
rose to the challenge and ran the attractive
course from the banking and finance center in
Kirchberg through the historic city center and
past magnificent villas, stately townhouses, and
the Grand Duke’s palace. The oldest marathon
participant, by the way, was the Indian Fauja
Singh at 101 years of age.
Stockholm
The marathon around Sweden’s capital city,
Stockholm, has been held every year since 1979.
The sports journalist and athlete Anders Olsson
read an article at the time about the New York
Marathon and was so fascinated by the idea that
just ten months later the Stockholm Marathon
was born. The number of participants has since
grown from 2,000 to 21,500. Athletes from all
over the world run two rounds through down-
town Stockholm. The highlight for every runner
is to cross the finishing line in the packed Olympic
stadium from 1912.
<strong>Italy</strong>
It is regarded as Europe’s toughest mountain
bike tour in one of <strong>Italy</strong>’s most beautiful spots:
the Südtirol Sellaronda Hero. Some 2,000
bikers took part in the third-ever tour in 2012,
competing over two distances of 52 and 82
kilometers. Both routes follow the famous and
name-giving “Sellarunde”, which runs around
the Sella mountain massif. The start and finish of
the race was in Wolkenstein, in the Grödner
valley. Between these two points, the participants
faced a challenging route up and down several
Dolomite passes, with height differences of
4,200 meters.
Garda, <strong>Italy</strong>, was the venue for the eleventh Paola
Pezzo mountain bike race. Dedicated to the
Olympic gold medal winner and world
champion cross-country mountain biker, the
race takes participants over 38.5 kilometers
through woods, hills, gravel, tar, paths and trails
around the beautiful Lake Garda.