Cape Town - Lifesaving South Africa (LSA), in 2017 named the best South African Sporting Federation, will further have the sport's profile boosted after identified as one of the sporting codes with the best new sponsorship.
General Tire, in 2017, committed to an initial three-year sponsorship of Lifesaving SA, which was the first of its kind for the sponsor and the sport.
It made an immediate impact on the sport and also on the Federation's overall strategy implementation to make South African beaches and pools safer places.
Lifesaving SA and General Tire both celebrated a century of excellence in the inaugural year of a partnership that is as much an investment in saving lives as it is in the athletic component of the sport.
Within a year the partnership has rejuvenated the sport with the clubs experiencing growth in numbers, National Champs and the SA team receiving national media coverage across all media channels, Princess Charlene of Monaco accepting the honor of being Lifesaving SA's Patron, and LSA winning the Federation of the Year at the 2017 SA Sports Awards.
"We are proud to be shortlisted for the Sport Industry Awards, another testament to the successful partnership with Lifesaving South Africa. General Tire shares Lifesaving SA's passion for sport and adventure, and its focus to reduce drowning in South Africa. It's the perfect fit with General Tire brand's adventurous 'Anywhere is Possible' tagline and the focus on making every beach and holiday adventure safe," says Continental Tyre (SA) Head of Marketing & Sales, Ian Langlands.
The 2018 Sport Industry Awards will take place in May.