Creventic has appointed South African event agency Brand Launch Solutions (BLS) as the commercial and spectator partner for the inaugural Michelin 24H Kyalami, which will take place from 8-10 January 2027.
The partnership forms part of preparations for Creventic’s first event on the African continent as the Michelin 24H SERIES heads to the Kyalami Grand Prix Circuit. BLS will work alongside the organiser to promote the event and develop the spectator experience ahead of the first running of the 24-hour race.
Ticket sales will open at 12:00 SAST on Friday 9 October, three months before the event gets underway. A range of ticket options will be available as organisers look to attract a significant crowd for the return of international endurance racing to South Africa.
BLS brings Kyalami event experience
Based in Randburg, South Africa, BLS has extensive experience in event organisation, promotion and delivery. Its previous work at Kyalami includes the BMW M Fest, which attracted tens of thousands of visitors to the circuit.
That familiarity with both the venue and South African motorsport audiences played an important role in Creventic’s decision to bring BLS into the Michelin 24H Kyalami programme. The agency will focus on the commercial and spectator sides of the event as Creventic handles the sporting organisation of the 24-hour race.
With the inaugural event approaching quickly, the partnership gives Creventic a locally based organisation capable of helping shape the weekend around the expectations of South African spectators while supporting the wider promotion of the race.
The organisers are targeting more than simply the on-track competition. BLS will work to create a broader event experience around the 24-hour contest, with the partnership aimed at making the race attractive to both established motorsport supporters and a wider audience.
International endurance racing returns to South Africa
The Michelin 24H Kyalami will mark the return of international endurance racing to South Africa for the first time since 2023. It also represents a significant expansion for Creventic, which will bring its 24H SERIES format to Africa for the first time.
Kyalami already possesses a substantial history in international endurance competition, making the venue a natural setting for the latest addition to Creventic’s calendar. The modern Grand Prix Circuit also provides the facilities required for an event that will run continuously from daylight into darkness and through the night before concluding after 24 hours.
Creventic now has approximately three months to complete preparations for the first edition, with the BLS partnership forming an important part of its efforts to establish the event with local spectators.
The organisers hope that a successful debut can provide the foundations for the Michelin 24H Kyalami to become a recurring fixture rather than a one-off race.
Creventic targets major spectator event
Creventic Event Manager David Vink believes the level of interest already surrounding the event provides a strong starting point before tickets become available.
“We’re really excited to bring the Michelin 24H KYALAMI to life, and it’s encouraging to see how much interest the event has already attracted,” Vink said. “Together with BLS, we want to turn that enthusiasm into a fantastic weekend for our teams and the local fans.”
The partnership allows Creventic to combine its experience of organising international endurance races with BLS’ knowledge of Kyalami and the domestic market. That local expertise becomes particularly valuable as the series enters a new continent and attempts to build an event that appeals specifically to South African spectators.
“Their experience at Kyalami and understanding of the South African audience will be a real help as we work together to create an event we can all be proud of.”
While the 24-hour race forms the centrepiece of the weekend, Creventic and BLS intend to develop a spectator experience extending beyond the competition itself. That approach reflects the challenge of sustaining fan engagement across an event that stretches throughout an entire day and night.
BLS wants Kyalami race to become annual fixture
BLS Director Morne Labuschagne believes South Africa has already demonstrated its appetite for major international motorsport events and sees Kyalami as an ideal venue for Creventic’s 24-hour format.
“Kyalami is a circuit we know well, and South African fans have shown time and again how big they turn out for world-class motorsport,” Labuschagne said. “We’re proud to partner with Creventic to bring the Michelin 24H KYALAMI to life.”
The agency’s role will extend beyond encouraging spectators to attend the race. BLS wants to create a complete event around the endurance contest, ensuring the experience remains engaging throughout the 24-hour period.
“[We want] to give fans a weekend that’s about far more than the racing, from the moment they come through the gates until the chequered flag falls 24 hours later.”
Establishing that wider identity could prove important if the event is to build momentum beyond its inaugural edition. Labuschagne has already made clear that BLS views January’s race as the potential starting point for something longer term.
“Our aim is simple: to make this an event South Africans will want to come back to every year.”
Tickets open ahead of January debut
The next major step in preparations comes when ticket sales open at 12:00 SAST on Friday 9 October. Organisers will offer a variety of ticket options as they begin turning the early interest surrounding the event into confirmed attendance.
The January date places the race at the beginning of the 2027 international motorsport calendar and gives South African supporters their first opportunity in several years to attend a major international endurance event on home soil.
For Creventic, the Michelin 24H Kyalami represents both a new race and a significant geographical expansion for the 24H SERIES. For BLS, the partnership provides an opportunity to use its local event experience to help establish a new long-distance race at one of the country’s most recognisable circuits.
The first running on 8-10 January will ultimately determine how successfully those ambitions translate into reality, but the organisers are already approaching the weekend with the longer-term goal of making the Michelin 24H Kyalami a regular feature of South Africa’s motorsport calendar.
