King Price Xtreme - Where sports sponsorship meets hope

King Price Xtreme wasn’t created to chase the spotlight. It was created to share it. To shine it on the athletes, disciplines and communities that are usually overlooked… And to give them a fighting chance to thrive.

King Price Insurance CEO Justinus van der Westhuyzen explains that King Price Xtreme is about rewriting the rules of motorsports sponsorship. ‘We’re not here to do what everyone else is doing. South Africa is full of talent that doesn’t always get the backing it deserves. Our mission is to invest in this potential, to give the underdogs and the little guys a hand up, and to make sure that their stories are celebrated.’

This belief runs through everything they do. From the heart-stopping superbike races to the grit of mountain bike trails, to the roar of engines at the Simola Hillclimb, King Price is backing athletes and events that push the limits.

Trackside at every superbike race, King Price Xtreme Brand Manager, Siyamthanda Williams, has seen what sponsorship can really do. ‘It’s not only about keeping the bikes on the track. It’s about building confidence and creating opportunities that last long after the chequered flag has dropped. These riders carry the sport’s hopes for the future, and that’s why we show up for them in every way we can.’

For King Price Xtreme’s superbike team leader, 12-time champion Clint Seller, the partnership has opened the door for a new generation. Alongside his own racing career, he mentors Cayden and Blake Robert, both teenage riders with world-class potential. ‘Without the kind of support we get from this sponsorship, these rising stars would likely not even get a chance to line up. Many aspiring riders don’t have the opportunity. It’s expensive and demanding. They make it possible for youngsters to show what they can do and, for me, there’s nothing better than seeing them rise to the challenge.’

On the mountain bike trails, Olympian Candice Lill echoes the sentiment. ‘King Price Xtreme’s sponsorship gives our team the stability and support to focus fully on both our training and our racing, to test what we think we’re capable of, and to inspire the next generation of riders. It means we can carry South Africa’s name onto the world stage knowing we’re not alone on the journey.’

From racetracks to trails, King Price Xtreme’s story is 1 of hope, determination, and belief. It’s about creating access where there was none. It’s about showing that sponsorship is more than money. It’s mentorship, guidance, and community. And at its core, it’s about reminding South Africans that greatness isn’t always noisy. Sometimes, it starts quietly. With a kid, a dream… And someone willing to believe in them.