Century 21 South Africa’s sponsorship of the 2025 Tour de France marks a defining moment for the brand, both locally and globally. As shared in Gold Table Talk, CEO Harry Nicolaides described the partnership as a powerful alignment of values: prestige, endurance, legacy, and teamwork.
“This is an opportunity to align the Century 21 brand with one of the world’s most prestigious sporting events,” Nicolaides explained. “It’s by invitation only — you need the footprint, resources, and global standing. There’s no other real estate brand, locally or globally, with this opportunity.”
Century 21’s network spans 80+ countries, with 160,000 agents and 15,000 franchises. But it’s their South African journey that mirrors the Tour de France best: consistent effort, resilience, and rising above challenges. “We were once called a ‘one-hit wonder.’ But, like the Tour riders, we pushed forward, building something meaningful,” Nicolaides noted.
The human stories matter most. “People love the Tour for its sacrifice, setbacks, and triumphs. Real estate is no different — buying or selling a home is emotional. We celebrate, push, and overcome together with our clients.”
Internally, the campaign also builds community: hosting races for kids, donating toys, and uplifting local daycares. “That’s what this partnership means: visibility, impact, and legacy.”
For real estate professionals, this is an invitation to be part of a brand that backs you with global momentum, local heart, and a culture of resilience. If you’re looking to build a career with purpose, we’re ready to help you go the distance.