On the last Saturday of October, streets in Nelson Mandela Bay, George and Buffalo City fill with colour, music and a steady stream of walkers clutching water bottles and charity ribbons. The crowd is a mix of retirees, schoolchildren and company teams, all moving together toward a finish line that represents more than just a kilometre walked.
Isuzu Motors South Africa has just renewed its role as presenting partner for the event, signing a three-year contract that keeps the Japanese-owned truck maker at the front of the promotional material. A presenting partner is the sponsor whose name appears alongside the event title in all advertising, giving the company top-of-mind exposure.
“This is the ninth year in which we have proudly collaborated with Algoa FM on the Big Walk for Cancer, and it is also Isuzu’s fourth year as presenting partner,” said Nandi Matomela, department executive of corporate affairs at Isuzu. “This is a journey that has been built on shared purpose, community connection, and the belief that business has a big role to play in enabling society to move forward.”
Isuzu also funds entries for all its employees and their families, making it the largest corporate participant at the walk. By covering registration fees, the company ensures that every staff member can join without personal cost, turning a routine team-building day into a community-service outing.
The 2026 beneficiaries are the Prostate Cancer Foundation of South Africa and the CHOC Childhood Cancer Foundation, both based in the Eastern Cape. Funds raised at the walk will support early-detection programmes, patient support services and research initiatives.
Other long-standing supporters include MTN, which acts as the communication partner, aQuellé, which supplies hydration stations, GBS Mutual Bank, Bayradiology and Value Added Life. “MTN believes in the power of collective action to make a meaningful difference,” said Linda Ntsuka, regional marketing manager for MTN Eastern Cape. “We are honoured to be part of an event that inspires support, compassion and positive impact across the region,” she added. GBS Managing Director Jonty Fincham highlighted the bank’s history of community investment, while Dr Sharon de Kock of Bayradiology stressed the importance of early detection.
For small and medium-size enterprises, the walk offers a practical template for community engagement. Sponsoring a local charity event can raise a brand’s profile among residents, boost employee morale and provide networking opportunities with other businesses. In South Africa, corporate contributions to recognised charities are eligible for tax deductions, meaning that a modest sponsorship can also improve the bottom line.
However, the benefits are not automatic. Companies need to align the cause with their own values, communicate the partnership clearly to staff and customers, and measure the impact, both social and commercial. A walk that simply adds a logo to a banner without genuine employee involvement is unlikely to generate lasting goodwill.
Why local businesses should consider CSR events
Community-focused events such as the Algoa FM Big Walk for Cancer are low-cost platforms for SMEs to demonstrate social responsibility. They require modest financial input, can be tied to existing employee wellness programmes, and provide a tangible story for marketing channels. When employees wear company-branded shirts and share photos on social media, the reach extends far beyond the day of the walk.
In a region where many families have been touched by cancer, the visibility of a business that shows up to help can translate into customer loyalty. The walk also creates a shared experience that can strengthen internal culture, a factor that often correlates with lower staff turnover.
Ultimately, the event reminds us that mobility is not just about moving goods from point A to B. It is also about moving communities forward, one step at a time.
