Lifesaving SA’s mission is to be recognised as the countries’s leading water safety organisation, which is accessible to all communities, and to be at the forefront in the development of aquatic skill, measured by competition, dynamic leadership and marketability.

The Brief

The Treble Group in 2017 brokered the historic General Tire/Lifesaving South Africa primary partner sponsorship. It was General Tire’s first-ever sponsorship into a South African sporting property, and they partnered in an initial three-year contract across all aspects of the sport, community service and education of water safety. In 2019 Wimpy SA’s sponsorship aligned with Lifesaving SA’s CSI Watersmart program as well as taking the lifesaving property into retail and above the line marketing.

Our Activation

It was essential to build a 360-degree marketing and media plan consistent with the most simple of messages that integrated General Tire’s brief of growing their brand awareness and also Lifesaving SA’s areas of focus, which included Community Service (Duty Lifeguards), the National Lifesaving Championships and the National Watersmart drowning prevention CSI programme.

The Results

The sport has seen a rejuvenation with an increase in club numbers and unprecedented multi-media presence in print, digital, social media and television when it came to the sport’s national championships and the national team. Princess Charlene of Monaco accepted the honour of being made Lifesaving South Africa’s Patron. LSA also won the Federation of the Year at the 2017 SA Sports Awards and General Tire was shortlisted for the Best New Sponsorship at the Sport Industry awards.
The various sponsorships have created over 8,000 brand ambassadors, in the form of duty lifeguards, athletes, nippers and club members.