Continental AG: 2010 FIFA World Cup special training program

Published on September 11th, 2009

The football stadiums in South Africa earmarked as venues for next year’s first ever World Cup on the African continent are still under construction or undergoing renovations, and Continental AG are already gearing up for this prestigious football tournament in their own special way.

With less than a year to go before the start of the 2010 FIFA World Cup™ in South Africa, Continental AG has begun its own build-up to the Pantheon of world football by initiating a special on-location training program. In collaboration with the successful “Energy Guides” tourism school in Johannesburg, Continental AG will train13 lucky young women and 13 lucky young men – all of whom were previously unemployed, and from in and around Soweto – for their later positions as part of Continental AG’s hospitality and back office team from July 2009 to January 2010. The renowned international automotive supplier is as expected, one of the main sponsors of the 2010 FIFA World Cup™. Not surprisingly, more than 200 people applied to take part in this special training program.


Heinz-Gerhard Wente, Continental AG’s Executive Board member responsible for human resources, said, “We want to give these lucky 26 highly-motivated South Africans the opportunity to acquire new career prospects through our qualification program. We know from experience that we will have lots to do during the World Cup in order to make sure that our guests from all around the world are able to enjoy an unforgettable stay in South Africa. It therefore made sense to look for a team from the Johannesburg region, since locals are sure to be able to awaken visitors’ enthusiasm for the special features of South Africa more easily than a team from Europe.”

The training program encompasses a detailed look and digestive learning process of the tourism industry, customer services, comprehensive application knowledge, geography modules, teamwork, and social and ethical values. To top it all of, this program is made complete by special English classes and information on FIFA, the 2010 FIFA World Cup™, and not forgetting the aims of the Continental Corporation’s communication and sponsoring activities.


Once the course has finished, all 26 participants will spend three months gaining practical experience in well-respected companies within the tourism industry before beginning final preparations and training for the active phase of the Continental hospitality program in May. Assuming that the project is concluded successfully, the aim and goal of all concerned is for the graduates of the program to continue their employment following the World Cup.

Since 1995, Continental AG has consistently and continuously concentrated on international football sponsoring for market communication purposes and has already gathered extensive experience in implementing hospitality programs through being the official partner/sponsor of the UEFA Champions League (1995 to 2000), 2006 FIFA World Cup (2003 to 2006), and UEFA EURO 2008 (2006 to 2008).

As was the case for the previous tournaments, for the FIFA World Cup in South Africa, Continental AG has developed an individual hospitality program that takes into account local features and conditions. The central Continental project team for the implementation of football sponsoring in the run-up to South Africa consists of ten employees and is supported by the Swiss agency Interface Marketing, which specializes in sponsorship activation.

Continental’s Passenger & Light Truck Tires division is the market leader in Europe and South Africa. In Port Elizabeth, South Africa, Continental operates a factory for passenger tires where a total workforce of 1600 employees produced around 2.9 million tires in 2009.


Its tires are sold both to OE manufacturers and to the replacement sector. Moreover, Continental has a factory for commercial vehicle tires, also in Port Elizabeth, which meets demand south of the Sahara, and thus in the country hosting the 2010 FIFA World Cup™.

Continental Corporation is one of the top automotive suppliers worldwide. As a supplier of tires, brake systems, systems and components for the powertrain and chassis, instrumentation, infotainment solutions, vehicle electronics and technical elastomers. The corporation currently employs approximately 130,000 at nearly 190 locations in 35 countries.

Continental is the market leader in Europe for passenger and light truck tires. More than 30 percent of all new European cars leave the factory fitted with Continental tires. The tire divisions are an Official Sponsor of the 2010 FIFA World Cup South Africa™. For further details, please go to

Continental AG I Rubber Group

text: Azdee Amir  pix: Continental AG






  1. Posted by Martin Totev on October 20th, 2009, 17:13

    I would like to apply for this training program. Is it too late?

    Martin Totev

  2. Posted by Traffic Mag on October 20th, 2009, 23:15

    sorry martin. it’s a bit too late but you can always try for next time around i guess.

  3. Posted by world cup 2010 on January 18th, 2010, 17:49

    Cool, thanks for sharing.


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