Bayside Sports Global enters international racing, sponsors African prodigy Cole Hewetson
Bayside launches UAE operations, in a groundbreaking partnership with Fincasa Capital
Dubai: Bayside Sports Global LLC, a subsidiary of India's Bayside Sports, has announced its foray into the international racing circuit by sponsoring and managing Cole Hewetson, a 16-year-old South African racer ranked 8th globally.
According to a media release, the move is part of Bayside Sports Global’s plan to break new ground by not only supporting grassroots sports but also managing global talent. Backed by billionaire Anand Mahindra, a major shareholder, the company has partnered with Varis Sayed, CEO of Fincasa Capital, a Dubai-based financial giant, it said. This dynamic alliance will further boost the UAE position as a premier hub for sports innovation and talent management.
“We are thrilled to officially welcome Cole Hewetson to the Bayside Sports Fincasa family. Supporting a young and dynamic talent like Cole, as he continues to grow and achieve success, is a true honour for us. Cole is listed as a participant in the FIA Karting event happening this weekend at the Dubai Kartdrome from October 4-6, 2024. He will be competing in the OK-N category, representing the Beyond Racing Team. This event is part of the Champions of the Future Academy Program, which brings together top karting talents from around the world,” said Kyan Bharucha, CEO of Bayside Sports Global UAE.
According to the company, this is a historic moment for both Bayside Sports Global and Hewetson, who is now the youngest African racing talent to be managed by an international sports agency. The collaboration between Bayside Sports and Fincasa Capital not only aims to accelerate Cole’s career but also introduces a revolutionary approach to sports management, blending corporate strategy with athletic excellence.
“Through this partnership, we’re bringing a world-class platform to the Middle East, one that can shape the future of sports here,” stated Varis Sayed, CEO of Fincasa Capital. “What we’re doing is revolutionary—taking a young African star like Cole and showcasing his talent on a global stage from our UAE base. This collaboration has the potential to redefine how young talent is nurtured, not just in motorsports, but across all sports sectors in the region.”
According to the company, 16-year-old Cole Hewetson is one of the youngest talents to break into the international racing elite, competing against some of the world’s most seasoned drivers. His management by Bayside Sports Global adds an exciting chapter to his already impressive journey, one that will see him rise even higher under the guidance of the newly formed UAE-based team, it adds. Hewetson is now set to compete in several top-tier international tournaments, with expectations of even higher rankings in the near future.
“I’m beyond thrilled to join forces with Bayside Sports Global. This partnership will not only help me achieve my personal goals but also inspire young athletes from Africa and around the world. Together, we are pushing the boundaries of what’s possible,” said Cole Hewetson.
The partnership represents a new chapter in the global sports industry, blending innovation, investment, and a passion for discovering and nurturing talent, the company says. This will unlock unprecedented opportunities for athletes and organizations in the region, ensuring that the future of sports has truly arrived, it added.