General Tire kicks off sponsorship of Lifesaving SA

• Wide-ranging sponsorship covering 65 main beaches across South Africa
• Supports Watersmart school programme to address water safety and drownings
• Includes title sponsorship for Lifesaving SA National Championships

PORT ELIZABETH, South Africa, 20 December 2016 – General Tire, a brand of Continental Tyre South Africa (CTSA), is making a significant contribution to safety this holiday season and beyond by sponsoring Lifesaving South Africa (LSA) and its wide range of essential support services provided countrywide.

This initiative sees General Tire becoming the high-profile title sponsor of LSA, a non-profit organisation that has around 6 500 members and 120 clubs nationwide, dedicating approximately 362 000 man hours to patrolling along all coastal and inland regions each year. The organisation performs around 120 000 rescues annually and is thus a major contributor to water safety.

“Road accidents and drownings are among the leading causes of death amongst children of 14 years and younger, so this sponsorship marries the superb performance of our tyres and road safety initiatives with the crucial need for water safety,” says Niel Langner, CTSA Marketing Manager.

“Lifesaving South Africa plays an important role looking after our beaches and waterways, particularly during the holiday seasons, and we are proud to be associated with this organisation and its commendable work. It’s a perfect fit with the General Tire brand’s adventurous ‘Anywhere is Possible’ tagline and the focus on making your beach and holiday adventure safe,” Langner adds.

Wearing General Tire-branded gear, LSA lifesavers will be on duty at 65 main beaches along the country’s coastline and numerous other venues year-round, and particularly during the peak holiday periods.

Additionally, the partnership will enable Lifesaving SA to step up it is Watersmart school programme that raises awareness about lifesaving and empowers children with water safety knowledge, basic resuscitation training and lifesaving rescue techniques. The General Tire Watersmart project is set to reach more than 80 schools and over 3 000 learners in the next 12 months.

The sponsorship deal also extends to backing the Lifesaving South Africa National Championships, which sees local clubs competing against each other for premier status, with two four-day events held in Camps Bay in Cape Town, and Kings Beach in Port Elizabeth.

This aims to develop the skills of lifesavers in competition, raise the profile of the organisation and promote a healthy and competitive lifestyle within its youth development programmes.

In addition, a series of approximately 30 promotions and activations will be held in coastal towns and cities in conjunction with LSA, General Tire and local BestDrive stores. General Tire-sponsored Festive Season beach reports will also keep sun seekers updated on regional radio stations KFM, Algoa FM and East Coast Radio.