CORPORATE SOCIAL INVESTMENT
Corporate social investment is not just an act of philanthropy; it is a strategic commitment to
building a better tomorrow, fostering sustainable growth and enriching the very fabric of the communities we serve.
The Group remains committed to improving the quality of life of its communities and invested R26.4 million in CSI
initiatives (2022: R21.1 million). These encompass initiatives to tackle hunger and improve education, healthcare,
youth development and job creation, and ensure that Super Group plays a crucial role in fostering sustainable and
inclusive community development. With employees actively involved and relationships that span decades, the Group’s
CSI efforts go beyond mere financial contributions; they embody a genuine desire to make a meaningful and lasting
impact on communities.
Strategy in action
|Coding for Mandela
Super Group company VSC has partnered with Tangible Africa to teach children coding
skills. VSC is the regional sponsor of the Mandela Day Coding Tournament, which
teaches coding concepts to underprivileged and rural schools.
Tangible Africa places coding concepts within reach of any child willing to learn.
They believe children from “un-plugged” communities could one day plug the global
shortage of software developers and in doing so, unlock and uplift South African
communities. The solution targets scenarios where computers, internet access and
even electricity are inaccessible and utilises cost-effective instruments,
implemented by teachers or facilitators, to make learning simple and fun.
|Keeping girls in the game
Dealerships SA is a proud sponsor of Tholulwazi Secondary School’s netball team. The
team recently competed in the annual netball festival hosted by Saint Andrews School
for Girls. This sponsorship was part of Dealership SA’s support for the non‑profit
uBambiswano is a Saturday School at its core, but does so much more to improve
students’ literacy and numeracy results. The organisation combines academic
excellence with a wealth of extracurricular activities to provide students with as
many cultural and sporting opportunities as possible. This approach produces
children who are well-balanced, sociable and confident.
In the UK, Purton’s Allstarz U13 girls football team partnered with the Allen Ford
dealership in Swindon for the 2022-23 season. In the wake of the success of
England’s national women’s football team (“the Lionesses”) at the UEFA Women’s Euro
2022, Allen Ford Swindon is proud to be supporting the local football club and the
dreams of their young, aspiring female footballers. The dealership has close links
with the Allstarz Under-13s team that was formed by Allstarz Sports Coaching as its
site supervisor, Mark Griffiths, is also the club’s assistant football coach.
As part of a recent rebrand, the club sourced a new season match kit and training
tops featuring the Allen Ford logo, which will provide the club with its own
identity and boost morale. The dealership is very happy to support an engaged team
striving to be the best by setting ambitious goals. Thanks to our support, the team
were able to continue their development and take part in their first tournament.
Strategy in action
|Supporting those affected by the Chernobyl disaster
inTime is a long-time supporter of Action Chernobyl Aid, a German NPO that provides
humanitarian aid to individuals and families living in regions impacted by the
Chernobyl disaster, particularly in Ukraine, Belarus and Russia. This aid includes
the distribution of food, clothing, medical supplies and other essential goods.
The NPO supports rehabilitation programmes for individuals who have suffered health
consequences due to radiation exposure. These programmes can include physical
therapy, psychological support and other services to improve quality of life. Action
Chernobyl Aid also provides medical equipment, medication and funding for medical
treatment in affected areas, and facilitates medical exchanges and volunteer
missions to help treat individuals with health issues related to radiation exposure.
|Proud to be part of the world’s largest open water swim
Since 2016, the Midmar Mile has raised over R14.5 million for charitable causes.
Super Group has been a sponsor of this iconic event for over 10 years. Super Group
company LuxLiner is also a long-time partner of the race and was the proud passenger
transport partner for this year’s Midmar Mile – providing a crucial shuttle service
throughout the event.
The Midmar Mile is a swimming race held annually in February at the Midmar Dam north
of Pietermaritzburg, South Africa. Each year, it draws thousands of competitors –
from serious international athletes and Olympic medallists to purely recreational
swimmers. The inaugural Midmar Mile was held in 1974 and this year marked its 50th
edition, with over 16 000 swimmers of all ages and abilities, from all over the
world, taking part in the race. In 2009, the event was recognised by the Guinness
Book of World Records as the world’s largest open water swimming event.
Strategy in action
|Helping young people to gain confidence and skills
Allen Ford’s long-standing partnership with Essex County Cricket Club – one of 18
first-class county clubs within the cricket structure of England and Wales – allows
the dealership group to make a real difference in the communities who use the
sporting facilities. The group sponsors the youth and ability teams who play at the
club’s ground and use the indoor training space of the Allen Ford Graham Gooch
Cricket Centre, where cricketers of all ages and abilities can train alongside
professionals. Allen Ford is proud of its work with “ability cricket” – playing
opportunities for those with special needs and abilities – and Mini Match Play
cricket, a summer tournament for boys and girls under 11 years old. Allen Ford and
Essex Ford provided a Ford Tourneo Custom minibus for Essex County Cricket Club’s
Ability Team in 2023 to get them and their kit to away matches easily and
comfortably. Supporting ability cricket helps young people to gain the confidence
and skills to be independent. The business has a long history of providing
affordable, hassle-free motoring to disabled people, their carers and families
through its Motability Scheme so that they can enjoy everyday freedom and
|Every Child Online
Allen Ford supplied ambitious start-up charity Every Child Online with a new Ford
Transit Custom MS-RT to deliver refurbished IT equipment to schools in Essex. The
Dealerships UK division also donates surplus IT equipment to this worthy cause.
Every Child Online is a non-profit organisation based in Basildon that refurbishes
and redistributes second-hand computer equipment to local schools and other
charitable organisations in Essex. Their mission is to tackle digital poverty so
that underprivileged children and young adults have access to online learning
opportunities and local schools can provide the right digital tools to help their
Strategy in action
|Improving the lives of others
The partnership between Lieben Logistics and the Goedgedacht Trust is a long-standing
one and represents the shared goal of helping to heal and transform marginalised
rural communities. During the holiday season, this partnership is particularly
important as it allows Lieben to make a positive impact on local children. As they
do every December, staff of the Lieben Group demonstrate their commitment to
improving the lives of others. In partnership with the Trust, they donate hundreds
of Christmas boxes to Goedgedacht Pre-school, Riebeekstad POP Centre and Riverlands
Centre. These boxes are filled with basic necessities like toothbrushes, toothpaste,
crayons and clothing. The boxes are hand-packed and wrapped with love by Lieben
staff and are delivered in time for Christmas – bringing a smile to hundreds of
small faces while providing the basic necessities many of us take for granted.
|Super Group delivers millions of meals to hungry families
Almost half of all childhood deaths worldwide occur in children with malnutrition,
and it is believed that one in 10 South Africans go hungry every day. This is
something that Rise Against Hunger is working to change. Operating in South Africa
since 2009, this international organisation coordinates the distribution of food and
other life-saving aid. Their focus is on reaching hungry children – especially those
of pre-school age – providing fully balanced meals essential for early childhood
development. The meals consist of rice, soya, dehydrated vegetable mix and a
fortification pack of 23 essential minerals and vitamins specifically formulated to
Super Group has been a logistics partner to Rise Against Hunger in Africa since 2013,
transporting thousands of tons of raw ingredients to volunteer-driven meal packing
events and distributing meal packs across the country. In 2023, the Group enabled
the packing and distribution of over 9.6 million meals.
Strategy in action
|Helping the next generation care for their natural heritage
Super Group is the proud logistics partner of the Nedbank Tour de Tuli. Running for
16 years, this internationally acclaimed mountain bike tour is the main fundraiser
for Children in the Wilderness (CITW), a non-profit organisation that facilitates
sustainable conservation through leadership development and education of rural
children in Africa. This is achieved in a variety of ways – from running CITW camps
to hosting Eco-Clubs at schools and training Eco-Mentors within the rural
communities that live on the edges of the wild areas of Africa.
All funds raised are channelled directly into the CITW programme, helping to ensure
the sustainability of the programme across the seven regions within which they
operate. To date, the Tour has hosted approximately 4 000 participants and raised
over R20 million for CITW, allowing them to host over 5 600 children on their camp
programme since 2001 and over 11 000 children on the CITW Eco-Club programme since
2012. As the sole beneficiary of the Tour, the Children in the Wilderness programme
is an environmental and life skills educational initiative for children that focuses
on producing the next generation of decision-makers. The programme aims to inspire
them to care for their natural heritage and to become the custodians of these areas
in the future.
The KAP sani2c is a three-day, 265-kilometre mountain bike stage race that takes
place in the south-eastern province of KwaZulu-Natal (KZN) in South Africa. Super
Group is a long-time logistics sponsor of this incredible event, and a fleet of 24
trucks and drivers ensure that every cyclist’s belongings are transported from race
village to race village. This is a complex and demanding logistics exercise, but the
Super Group team manages it with precision.
The KAP sani2c business model is highly regarded for its innovative community focus.
Since inception, the race has involved and provided for communities, including
schools, charities, rural populations and entrepreneurs along the route. The premise
of community involvement is that local organisations provide essential services and
products for the event, for which they are paid. As such, route preparation, bike
washing, catering, water tables, shuttles, awards and many other services are
provided by local organisations.
Every year multiple communities, schools, charities and environmental groups benefit
from the event. For most organisations involved, sani2c is their largest annual
fundraiser, with sani2c Community Development Trust distributing more than R10.2 million among beneficiaries. This excludes associated income generated for the
tourism and hospitality sector in the area. KwaZulu-Natal Tourism estimates that
sani2c generates more than R50 million per annum for the region and a further R9
million for the country via international competitors.