Justinus van der Westhuyzen, CEO of King Price Insurance explains that King Price Xtreme is about rewriting the rules of motorsports sponsorship. "We're not here to do what everyone else is doing. South Africa is full of talent that doesn't always get the backing it deserves. Our mission is to invest in this potential, to give the underdogs and the little guys a hand up and to make sure that their stories are celebrated."

This belief runs through everything they do. From superbike races to mountain bike trails, to the roar of engines at the Simola Hillclimb, King Price aims to back athletes and events that push the limits, says the company.

Trackside at every superbike race, Siyamthanda Williams, Brand Manager at King Price, has seen what sponsorship can really do. "It's not only about keeping the bikes on the track. It's about building confidence and creating opportunities that last long after the chequered flag has dropped. These riders carry the sport's hopes for the future, and that's why we show up for them in every way we can."

For King Price Xtreme's superbike team leader, 12-time champion Clint Seller, the partnership aims to open the door for a new generation. Alongside his own racing career, he mentors Cayden and Blake Robert, both teenage riders. "Without the kind of support we get from this sponsorship, these rising stars would likely not even get a chance to line up. Many aspiring riders don't have the opportunity. It's expensive and demanding. They make it possible for youngsters to show what they can do and, for me, there's nothing better than seeing them rise to the challenge."

On the mountain bike trails, Olympian Candice Lill echoes the sentiment. "King Price Xtreme's sponsorship gives our team the stability and support to focus fully on both our training and our racing, to test what we think we're capable of, and to inspire the next generation of riders. It means we can carry South Africa's name onto the world stage knowing we’re not alone on the journey."

From racetracks to trails, King Price Xtreme's story aims to be is one of hope, determination and belief. It's about creating access, showing that sponsorship is more than money. It's mentorship, guidance and community. And at its core, it's about reminding South Africans that greatness isn't always noisy. Sometimes, it starts quietly, concludes the company.

For more information, visit www.insurance.kingprice.co.za. You can also follow King Price Insurance on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor