Continental Tyre imports new marketing manager

Gareth Passmore, newly appointed marketing manager of Continental Tyre South Africa

Comments Passmore, who was born in Wales in the UK, “My decision to come to South Africa was based on the fact that I was looking for new challenges in my career, as well as an opportunity for my family to experience a new way of life in a different environment. It was a coincidence that the German head office then announced that we would be involved in the 2010 FIFA World Cup in South Africa, after I had already agreed to take on this new role. It is an advantage, however, in that I was in Germany for the last FIFA World Cup and have experience as to how it worked there and the enthusiasm generated in the country.

“The 2010 event obviously will have some key differences when compared to the German event in 2006. This is the first time it is being hosted in Africa and we are aware that this makes it a big deal for the whole continent. Also, in Germany soccer is the number one sport, whereas in South Africa it competes with rugby and cricket and we have to get through to the fans of those sports and make them soccer fans as well.

“There is also a huge soccer development issue in South Africa and as sponsors of this event we have a responsibility to encourage development of the game up to 2010 and beyond. Continental Tyre has already been involved in ‘grass root' soccer development here for some time, and we will continue to drive and add to those projects in the build up to 2010,” he continues.

“Biggest brand carrier”

“The [2010 FIFA] World Cup is Continental's biggest brand carrier and we will be managing that brand image in South Africa in the run up to 2010. As part of this process we have begun meeting local soccer dignitaries and compiling a marketing agenda that will carry us up to Confederations Cup in 2009 and then the world cup a year later,” he says.

“It is this soccer sponsorship that differentiates us in terms of our brand, from other tyre companies.

“We will be working closely with head office in Germany and part of the world cup project team will visit South Africa this month to finalise the agenda. This combination of expertise in world cup sponsorship and local knowledge is paramount to the success of the events as they will dominate our South African marketing campaign for the next two years.”

The South African marketing team will be very involved in all soccer activities leading up to and including 2010. “What we also need to bear in mind, however, is that it is not just local and national marketing exposure but global exposure for our brand. Twenty three billion people are expected to watch the 2010 games,” points out Passmore.

With Continental Tyre already having a significant market share in South Africa, Passmore feels exposure of this kind can only benefit Continental and its partners.

“Soccer has the potential to be the biggest unifier of all - among all of South Africa's diverse groups. What is great about football is that anyone has the potential to be great at it; it is not like motorsport, for example, which is essentially for the wealthy. Soccer is sport for the people."

Internal soccer tournament

Passmore says, “The chances are also good that Continental will repeat its internal soccer tournament open to all Continental employees around the world in the build up to 2010. The final will be in Port Elizabeth and will coincide with the 2010 World Cup games. These means 26 Continental teams from around the world will come to Port Elizabeth to compete for the chance to watch a 2010 game in South Africa. This competition in itself will be a boost for the city.”

Passmore notes that the lifestyle is more laid back in South Africa than it is in Germany and he has already noticed that South Africans have a creative flair not evident in other countries. He admits to being a huge soccer fan who regularly checks on his old home team - the Hanover football side - and follows international soccer closely.

“In 2006 I took some clients to some of the FIFA games in Germany - clients from Iran and Israel. Everyone enjoyed each other's company as well as the football; the fighting between countries is really more about the politicians. I see the same thing happening here come 2010: differences will be forgotten as people celebrate their team wins, and are reminded that we are all essentially the same - cheering for the same teams and enjoying the sport. It's an exciting time to be in South Africa,” he concludes.