Continental Celebrates New Store Opening With Major Sponsorship


Continental Tyres' newest store in Western Australia, Cable Beach Tyres in Broome has signed on as the major sponsor of the Kimberley Cup, one of the biggest horse races in the region.

The $40,000 Kimberley Cup, to be held at the Broome Turf Club this Saturday, August 3, is now known as the Continental Cable Beach Tyres Race and is a precursor to the Broome Cup, north Western Australia's premiere horse race.

"Cable Beach Tyres has been an iconic business in the Broome area for nine years and this year, we have undergone a big change by joining forces with Continental Tyres, one of the world's biggest tyre manufacturers," said Graham Heil, owner of Continental Cable Beach Tyres.

"To celebrate this change, we wanted to let everyone in Broome know in a big way - hence our sponsorship of the Kimberley Cup, a massive celebration in the Kimberley and Pilbara regions attended by thousands."

As part of the sponsorship the Broome Turf Club will be transformed, with distinctive yellow and black Continental Tyres' signage situated throughout the facilities and on the track, including the all-important final 100 metres and all staff wearing Continental-branded uniforms.

One lucky racegoer will also win a set of Continental tyres.

"We are very excited to have opened another retail outlet in Western Australia and to be welcoming Graham and the entire team at Continental Broome into our fold, in such a big way," said Steve Brown, General Manager, Continental Tyres of Australia.

"Many people don't realise, but horses have been associated with Continental since 1882, with the prancing horse a feature of the logo for over 130 years and the positive characteristics of the horse - dependability, endurance and power - associated with our products."

"It is pleasing that we are able to merge together two aspects of Continental Tyres in Australia, our historic logo and our newest store in Western Australia, Continental Cable Beach Tyres, at the one event, this weekend's Kimberley Cup."

Now sporting the Continental yellow and black colour scheme, Continental Cable Beach Tyres continues to offer a wide range of automotive services to the Broome community including a large selection of tyres and wheels, tyre fitting and balancing, wheel alignment, puncture repairs and lots of free advice.

The opening of retail outlets across Australia is part of Continental's decision to expand its local operations and enhance brand recognition through a visible presence across all states.

With an active recruitment process and unrivalled support network for its dealers and stores, Continental is confident of opening more passenger retail outlets across Australia.

The Australian stores join over 1,400 Continental retail outlets globally, where they play a vital role in Continental's research and development through customer feedback.

Continental is one of the top four tyre manufacturers in the world, with its products fitted as original equipment on one in every three European built cars.

Its highly acclaimed range provides the benefits of an extensive product offering which combines excellent braking, maximum grip and low rolling resistance tyres, all with high safety properties.

Continental Cable Beach Tyres is located at 13 Hunter Drive, Broome WA. Phone number: 08 9193 6023.