KAS becomes the official soft drink and main sponsor of the Clásica San Sebastián 2021

The brand joins the race on its 40th anniversary, which this year will be held on Saturday 31 July in San Sebastian and the area surrounding Guipuzcoa.

The triathlete Saleta Castro, a member of the KAS team of local ambassadors, will be in charge of presenting the trophies to the ‘Best Euskaldun’ and ‘Best Euskalduna’ on behalf of the brand.

KAS continues its support for cycling this season, becoming the official soft drink and main sponsor of the Clásica San Sebastián, better known as ‘La Clásica’. The soft drink brand, originally from the north, will celebrate the 40th anniversary of this leading race by awarding trophies for the ‘Best Euskaldun’ and ‘Best Euskalduna’, redesigned especially for the occasion.

Elite triathlete Saleta Castro, as an ambassador of KAS, will present the award to the Basque riders with the best scores at the end of the men’s and women’s races. “For people in the north, cycling is a tradition and part of our culture, so I am proud to be part of the new KAS team and to represent the brand in its commitment to the sport“, stated the Spanish runner-up in adventure raids.

“For us, supporting the Clásica San Sebastián means reconnecting with something as close to home as cycling, just as we did with the Tour of the Basque Country or Itzulia Basque Country 2021. We thought the best way to do so would be to award the trophies for the Best Euskaldun and Euskalduna under Saleta’s guidance, taking advantage of this historic moment to redesign the trophy,” stated Natalia Suazo, Director of Beverages, South West Europe.

“It’s great to have the support of brands that were created in the Basque Country and that represent our values. It was great to see KAS enter the Itzulia, but to see the collaboration extend to the Clásica San Sebastián is very important for us and cycling”, stated Julián Eraso, president of OCETA. 

A new trophy for cycling history

This year the awards for the ‘Best Euskaldun’ and ‘Best Euskalduna’ at the Clásica San Sebastián – that recognise the best-placed Basque riders in both the men’s and women’s competitions – will have a unique design. Sheet-shaped and measuring 18 x 20 centimetres, the trophy will pay tribute to the legacy of KAS in the world of cycling, with the words “KAS MUY NUESTRO” [“KAS VERY MUCH OURS”] in blue on the brand’s legendary yellow.

KAS celebrates forty years of ‘La Clásica’.

On the occasion of its 40th anniversary, KAS returns to the Clásica San Sebastián. The PepsiCo Group brand continues its efforts to promote competitive cycling to the general public, demonstrating that its connection with the sport is alive and well and extends beyond nostalgia.

The creation of a team of local ambassadors made up of Joseba Beloki, Beñat Intxausti, Saleta Castro and Ibon Zugasti, sponsorship of the Itzulia and La Clásica, and its other initiatives during the 2021 season are proof that the company continues to build on a legacy that dates to 1958 with the formation in Vitoria of the KAS team that went on to form part of Spanish cycling history, thanks to its three decades of success.

About PepsiCo

PepsiCo products are enjoyed more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $70 billion in net revenue in 2020, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo’s product portfolio includes a wide range, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose, which reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business

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