CAPE100 signals intent with two key appointments

Cape100 has announced the appointment of former Comrades Marathon champion and former Comrades Marathon Association Race and Operations Manager Ann Ashworth as its Race & Operations Director, alongside specialist sports and culture agency Southpaw as its commercial rights partner as the event gears up for its first edition on 5 September 2027.

Ashworth brings a rare mix of experience to the role. A seasoned ultra-distance runner and 2018 Comrades Marathon winner, she has also worked on the administrative side of the sport, serving as the Race and Operations Manager of the Comrades Marathon Association in 2024 and currently as a legal advisor and elite athlete liaison to the Sanlam Cape Town Marathon. Away from the road, she holds a Master of Laws from the London School of Economics and Political Science, is an admitted advocate and a qualified running coach, and has spent years developing elite women’s ultra-distance runners.

Cape100 founder Ruan Eygelaar said: “When we sat down to decide who should take charge of the race itself, Ann was the first name on the list. Her experience as both a runner and administrator gives her a unique understanding of what it takes to deliver a world-class event of this scale. Her experience adds invaluable operational depth to the team and strengthens our ability to deliver that standard from year one. We’re delighted to have her on board.”

Ashworth said: “As a runner, a coach and, more recently, an event organiser, ensuring that an event offers both participants and spectators the best possible experience, from event entry to registration to crossing the finishing line, irrespective of your age, gender or average pace is my absolute priority.  We want to be able to host an event deserving of international acclaim and capable of attracting elite and recreational athletes from all over the world. The Winelands give us a setting that sells itself - pristine infrastructure, spectacular views and a welcoming community only too willing to become involved in the event. My job is to ensure that every participant and spectator is able to make the most of their experience in the beautiful Cape and to deliver a safe, fair and seamlessly managed event. I am so looking forward to being part of the event from the outset - it is an incredible opportunity.”

Alongside Ashworth’s appointment, Cape100 has appointed Southpaw, a specialist sports marketing agency, as its exclusive commercial rights partner. With experience spanning major international sporting properties and leading brands, including Betway, LIV Golf, Icons Series, Auto & General and NTT DATA, Southpaw brings an established track record in sports marketing, strategic partnerships and commercial development. Southpaw will lead sponsorship, media rights and the event’s wider commercial programme.

Kieren Jacobsen, founder and CEO of Southpaw, said: “It is not often South African sport gets a brand new mass-participation event with a destination like this, a founder with a clear vision and a race director the running community already trusts. We’ve built a commercial roadmap that matches that ambition. We believe Cape100 can become one of the premier road ultras on the global running calendar.”

On Southpaw, Eygelaar added: “From our first engagement, Southpaw has shown an in-depth understanding of the commercial landscape and a clear plan to build a sustainable commercial model that matches our growth plans for Cape100.”