Raf Claes, Marketing Manager for the Benelux market and Project Manager 2006 FIFA World Cup™, talks about what links Continental and football.

Raf Claes, Continental became an Official Partner of the 2006 FIFA World Cup™ early in 2003. Since then a number of marketing activities have been geared to football. What expectations does the Passenger & Light Truck Tire (PLT) Division have and what are its objectives?

The objectives for the PLT Division are crystal clear. Number one priority is to raise brand recognition in the four key European markets – France, Spain, United Kingdom, and Italy – as well as to emotionalize the brand in our domestic market here in Germany. For a premium brand like Continental with top price positioning we simply have to target premium events. That’s why the 2006 FIFA World Cup Germany™ presented a first-rate opportunity for our company. We will be welcoming customers from all over the world and our event concept will be in line with the brand’s premium position. Our involvement will give us the chance to convey very clearly exactly what the Continental brand stands for.

Will other divisions within the Group also be able to make use of and benefit from this involvement?

Our sponsorship will certainly have a positive impact for Continental as a whole, as well as for individual divisions within the Corporation. But our contract with FIFA is limited exclusively to the Tire Division. That’s because through our communications activities in the replacement sector we also reach end consumers. Consequently our marketing activities are focused on that sector. The name Continental not only stands for the tire brand but for the company as a whole. So the entire Corporation will benefit from the image boost generated by the Tire Division’s commitment to football.

What activities have taken place so far and what events are you planning for 2006 in particular, FIFA World Cup™ year? What do you think will be the highlights?

In January 2003 there was the grand signing ceremony in Hannover. Then the first real event was the 2003 FIFA Confederation Cup France, with an international meeting held in Paris for representatives of the markets and divisions, to which our French market organization invited over 500 customers. In December of last year, FIFA staged the official draw for the preliminary qualifying groups in Frankfurt, and in advance of this Continental launched a highly original nationwide advertising campaign which was given widespread media coverage. On top of this, Continental has also signed up for a package of measures linked to the European qualifiers. This package will lay the foundations for our football-related advertising campaigns in a number of different countries. Continental will also have a presence on stadium advertising boards at 175 of the 276 matches played in Europe! 2004 also saw the German sales organization launch the ContiCup 2006 in Germany, a competition involving some 350 football teams representing tire and car dealerships. That’s turning into a real success. As far as communications is concerned, we’re aiming to stay as committed and focused as ever. Our print ad’ featuring the tire stadium and our TV spot with goalkeeper Timo Hildebrand create a perfect link to the world of football, and this is the route we intend to pursue.

Of course the most important events are still to come. The 2005 FIFA Confederation Cup Germany takes place from June 15 - 29, 2005. That will be a test for the German team in front of a guaranteed large crowd, with competition from Argentina, Australia, Brazil, Greece, Japan, Mexico, and Tunisia. These matches will be shown live by the German public broadcasters ARD and ZDF, and tickets can be ordered on the Internet at www.FIFAworldcup.com. Continental’s Europe-wide media presence will continue every day on which qualifying matches are staged in 2005. And the last major event before the 2006 FIFA World Cup™ will be the official draw for the finals, held in Leipzig on December 9, 2005, when the 32 participating nations will be split into eight groups, with the entire football world looking on.And for many Conti employees the ContiTeamCup will doubtless be another highlight. This is the first time in the company’s history that a Conti-wide football tournament – or indeed any employee event – has been staged on this scale.

What exactly links Continental and football?

Our past involvement in the Champions League proved highly successful and the 2006 FIFA World Cup™ now represents an unique opportunity for us. We are one of just three German partners – and of these we are the sole representative of the automotive industry. In this sector Continental stands for the widely accepted German values of quality, efficiency, and reliability. It’s also worth considering that there won’t be another FIFA World Cup™ in Europe for at least another 12 years. So we’re going to make the most of this unique opportunity to position Continental globally as a high-tech German corporation and a leading partner to the automotive industry. That’s why our slogan – “It’s all a question of technique” – also reinforces the link with football.

What have been the biggest challenges for the project team to date and what do you expect to come up against in the future?

From the outset we had to be quick and consistent in terms of communication. Our first major challenge was to develop a concept for ticketing, hospitality, and publicity. Now we have to turn those plans into reality. To implement these in full with the financial and human resources at our disposal will be our biggest challenge. We know that we need to improve our internal communications – and we’re working on that. Our primary task is to ensure that all marketing departments remain focused on the main goals. The further down the road we go, the clearer the challenges and opportunities become.

One question will no doubt be of special interest to many readers: Will there be a quota of tickets for Conti employees and if so, how will it be organized?

There will be a special Round of 16 game in Hannover for which Conti employees will receive tickets. After the 2005 FIFA Confederation Cup Germany we will work out a ticketing concept for employees. But what the organization team cannot do is buy any additional tickets. We have divided up the quota of tickets assigned to us among the markets and divisions, and these are intended for trade customers and end users. But that said, we will be working out some “last-minute” scenarios for employees in case any tickets become available at short notice. Ordinary tickets for the 2006 FIFA World CupTM go on sale in February 2005 on the Internet at www.FIFAworldcup.com.

Do your plans extend beyond the 2006 FIFA World Cup™? Will Continental be keeping up its close relationship with football?

Right now Continental is looking at various options involving major football events, but no contracts have been signed yet. But we are aware of the importance of maintaining a presence in this area over several years.

Finally, a more personal question – are you a keen footballer yourself?

Actually I get more passionate about motorcycling – I have a BMW 1150 GS for long-distance touring – and I love sailing in the summer. But even though I don’t support a particular team I still enjoy a good match – a stadium full of enthusiastic fans is a fantastic experience and one you never forget. Perhaps it’s better for the project that I don’t have a personal preference for any one team. I am not assuming that the Belgian squad will make it to the final in Berlin, but who knows which country will turn out the eventual winner?

Career track:

Claes studied Applied Economics at the Catholic University of Louvain (Belgium). He then spent eight years as sales manager with an import/export company selling computer hardware. In June 1992 he joined Continental BeNeLux, initially as Sales Manager for the Continental brand. Then in 1995 his remit was widened to include all other brands in the Continental Banden Group in the Netherlands. Since 1997 Raf Claes has been Marketing Manager for the Benelux market. In 2003 he also became Project Manager responsible for the company’s commitment to the 2006 FIFA World Cup Germany™.