Century 21 South Africa has made a historic move by becoming an official sponsor of the 2025 Tour de France. In a special edition of Gold Table Talk, CEO Harry Nicolaides highlighted how this global partnership aligns with the values of excellence, endurance, and legacy that define both the race and the brand.
“The Tour de France is a unique event in the sporting world,” Nicolaides said. “It draws over 3.5 billion viewers globally each year. That kind of exposure for any company is immense.”
More than just visibility, this partnership reflects a shared spirit. “We don’t want to be known as a brand that deals with just numbers. Each one of our estate agents is carefully selected and nurtured. We’ve built a relevant business in South Africa through endurance, solid strategy, and consistency.”
Having launched in South Africa just 15 years ago, Century 21 was once dismissed as “just another canned American brand.” But as Nicolaides proudly stated, “We’ve defied those views. Through a lot of pain, preparation, and perseverance—just like a Tour de France rider—we’ve grown into a solid, respected force in local real estate.”
To bring this partnership to life, Century 21 franchises across South Africa are giving back. Each office will host tricycle races for toddlers at local daycares and donate to these institutions. “It’s a fun initiative, but it’s also about inspiring the next generation and uplifting communities.”
Nicolaides summed it up perfectly: “Just like the Tour de France has a legacy, so do we. If I had to choose a slogan for this moment, it would be: Smarter. Bolder. Faster.”
Watch the full Gold Table episode here: https://youtu.be/tgNCWxoKM8w?si=Y5_thp5oFxYJNd7U