April 28, 2026

Matshelane Mamabolo

Trail Running’s rise powers RMB’s long-term UTD sponsorship vision

In a sporting landscape dominated by the commercial heavyweights of rugby, cricket and football, RMB has taken a deliberately different path, one that winds through mountains, stretches across vast natural terrain, and is growing at a remarkable pace.

Trail running, once considered niche, has become the focal point of RMB’s sponsorship strategy, with the RMB Ultra-Trail Drakensberg (UTD) now in its second year under the bank’s title partnership.

The RMB UTD festival of trail running took place at the Premier Resort Sani Pass, which served as the hub for several of the race starts. All six distances run across different pockets of the Drakensberg and lead back to the Race Village, the home of the race from Friday, April 24th until Monday, April 27th, 2026.

The races distances included 100 miler (160km) , 100 km, 62 km, 34 km, 25,5 km as well as a 14km.

For Michael Edwards, RMB’s Sponsorship Marketing Lead, the decision was anything but accidental.

“We saw an opportunity where there wasn’t significant investment in a rapidly growing sport,” Edwards explains. “Globally, trail running is expanding commercially, but in South Africa, participation growth is even more striking.”

That growth, reportedly in the triple digits locally, presented RMB with something rare in modern sport: space to make a meaningful impact. Unlike saturated sporting codes, where sponsorship often struggles to stand out, trail running offers a much blanker canvas.

“In traditional sports, there’s already a lot of investment. The opportunity to truly shift the needle is smaller,” says Edwards. “With trail running, we saw a chance to make a big impact from the outset.”

That impact has already been felt at UTD. From increased prize money attracting elite international competitors to the introduction of a 14km race aimed at newcomers, RMB’s involvement has broadened the event’s appeal across the full spectrum of runners.

“We’re not just focusing on elite athletes,” Edwards says. “We’re equally invested in bringing new runners into the sport and giving them something to aspire to.”

But beyond participation and performance lies a deeper appeal, one rooted in the very nature of trail running itself.

“The mountain is the stadium,” Edwards says. “And that changes everything.”

Unlike conventional arenas, UTD unfolds across more than 160 kilometres of terrain within a UNESCO World Heritage Site.

This creates not only a unique sporting challenge but also an opportunity to engage with South Africa’s natural heritage in a meaningful way.

For RMB, this alignment between sport and environment is central to its strategy.

“We’re not just investing in an event,” he explains. “We’re investing in the preservation of the landscapes that make the sport possible.”

This includes maintaining trails used not only by runners, but also by hikers and outdoor enthusiasts year-round, an often overlooked but critical aspect of the sport’s ecosystem.

At its core, RMB’s trail running portfolio, which also includes Ultra-Trail Cape Town, is built on three pillars: growth, impact, and alignment with brand values.

Trail running, Edwards argues, reflects many of the same attributes required in business.

“It’s about grit, discipline, and long-term commitment,” he says. “You don’t arrive at the finish line without putting in years of work. That resonates strongly with us as a brand.”

That authenticity is key in an era where consumers are increasingly sceptical of superficial sponsorships.

Edwards is clear that RMB’s approach is intentionally long-term.

“We don’t believe in coming in, making noise, and leaving,” he says. “Sustainable partnerships are where you see real value, for the event, for the community, and for the brand.”

As trail running continues its upward trajectory, RMB’s early investment may prove to be both strategically astute and socially impactful. For now, though, the focus remains on the journey, one defined not by quick wins, but by steady, meaningful progress.

Photo Credits: Courtesy of RMB Ultra-Trail Drakensberg