The soda company will conclude the musical finale of the race with a concert by the band ‘Fijo Discontinuo’ on Saturday, February 24, at the finish line of Parque Sur Maspalomas
Pepsi, a brand under the Ahembo company, and The North Face Transgrancanaria have joined forces to make soda drinks the official brand of the race taking place from February 21 to 25. This event marks the third leg of the international World Trail Majors circuit.
In a meeting between Ida Vega, Marketing and Communication Director at Ahembo, and Wendy Cruz, Marketing Director of The North Face Transgrancanaria, both representatives sealed the agreement, which has been in place for almost five years. With this partnership, Pepsi will add flavor to one of the most important events on the global trail running calendar.
The beverage company will be part of the products that the 4,000 participants in the race will use to refresh and replenish their energy at various supply points scattered throughout the island, as well as at the finish line in the municipality of San Bartolomé de Tirajana.
Ida Vega emphasized “Ahembo’s commitment to a healthy and active lifestyle through sports. In addition, The North Face Transgrancanaria embodies all those values for us, such as effort and overcoming challenges to achieve a goal – values that we strive to incorporate into our daily activities and that align with the ethos of a brand like Pepsi”.
Wendy Cruz expressed gratitude for Ahembo, through Pepsi, remaining a loyal partner not only to The North Face Transgrancanaria but also to other events driven by Arista Eventos, the organizing company of the race, such as LPA Trail, Entre Cortijos, Transgrancanaria Bike, and Artenara Trail. She highlighted, “This agreement reflects the good harmony between both organizations.”
As a final musical celebration, Pepsi, in collaboration with the Canarian musical group Fijo Discontinuo, will conclude the event at Parque Sur de Maspalomas, the finish line for the Classic and Advanced races.
Fijo Discontinuo, sponsored by Pepsi, will entertain participants, family, friends, and anyone interested in enjoying sports and good music on Saturday, February 24, starting from 7:00 PM.
This demonstrates Ahembo’s support for Canary Islands sports in various forms, committing to both small and large clubs or events across a wide range of sports disciplines on the eight islands.
The North Face Transgrancanaria is an event organized by Arista Eventos and is sponsored by institutions including the Cabildo de Gran Canaria through Gran Canaria Tourism, the Government of the Canary Islands with Canary Islands Latitude of Life, Maspalomas Costa Canaria, the Municipal Sports Institute of Las Palmas de Gran Canaria, and the Tejeda City Council. Additionally, it receives support from companies such as The North Face, Fred. Olsen Express, Hospitales Universitarios San Roque, Expomeloneras, 226ERS, Aguas de Teror, and Sonocom Audiovisuales.