The South African flag takes to the tracks of EchoPark Speedway, Atlanta this weekend!

Brand South Africa will headline a two-day activation in Atlanta, Georgia, which brings together business, cultural diplomacy, tourism promotion and nation brand visibility through a high-profile NASCAR race weekend.

The two-day Atlanta programme with U.S. business leaders, media and Global South Africans, is designed to further cement South Africa as a competitive, globally connected and culturally dynamic destination for trade, investment, tourism and strategic partnership, following recent engagements in the region; Your African Growth Story & Gateway to Opportunities: The South Africa Business & Investment Forum and One Team. One Nation. One Rhythm Mixer on the sidelines of Team South Africa's participation in the FIFA World Cup.

The programme kicks off on Friday, July 10, with a business networking engagement, Accelerating to Africa: The Fast Lane to the Future of Global Commerce, hosted by Brand South Africa in partnership with Global Atlanta at Constellations in downtown Atlanta. The event will convene business leaders, investors, entrepreneurs, media, community partners and invited guests to explore South African opportunities across commerce, travel, food, wine and cultural exchange.

Saturday, July 11, is race day at EchoPark Speedway, where NASCAR O'Reilly Auto Parts Series rookie Lavar Scott will drive the No. 45 country-branded Chevrolet for Alpha Prime Racing. The race provides a strategic platform to extend South Africa's story to U.S. audiences through one of the country's most visible sport and entertainment stages.

Positioning South Africa Through Business and Culture

By merging business dialogue, cultural experiences and national sport visibility, the programme will highlight South Africa's strengths in investment, tourism, innovation, entrepreneurship, food culture and international collaboration, also reflecting Brand South Africa's ongoing mandate to shape a positive, competitive and compelling global image for the country.

Atlanta remains a natural market and fit, given its growing importance as a centre for African business, diaspora connection and international commerce.

"Atlanta provides an important platform for Brand South Africa to engage U.S. stakeholders through a combination of business, culture and sport," said Jimmy Ranamane, Head of Global Markets at Brand South Africa. "This programme enables us to showcase South Africa as a nation of opportunity, innovation, talent and partnership, while strengthening relationships that support trade, tourism and long-term market engagement."

Brand South Africa is delighted to partner with Alpha Prime Racing, Brooklyn Biltong, Southwestern Talent, Oryx Desert Salt, Fumana Wines, and the South African Chamber of Commerce.

This partnership is nothing unfamiliar to Brand South Africa, previously partnering with Motorsports racing drivers, Kyle Weatherman and his No. 91 Chevrolet Camaro in 2024, and Anthony Alfredo and the No. 42 Chevrolet Camaro just last year.

South African Culture and Culinary Storytelling

What is a South African story without a culinary showcase? The programme will also highlight South African food culture through Brooklyn Biltong, which will introduce NASCAR fans and Atlanta tastemakers to biltong, a proudly South African favourite.

As part of the weekend activation, Brooklyn Biltong will host Atlanta-based food influencers The Food Stalker and Atlanta Food Guy at EchoPark Speedway.

"This partnership reflects the power of sport to create meaningful commercial and cultural connection," said Jusan Hamilton, President of Alpha Prime Racing. "We are proud to work alongside Brand South Africa on a programme that brings international business engagement, cultural storytelling and motorsport together on one platform."

Buckle up, we are in for a ride!