Messe Frankfurt will have a permanent presence in Africa after it acquires a 56 percent majority stake in the South African trade show organizer South African Show Services (SASS), based in Johannesburg.
The SASS portfolio includes trade shows such as the Johannesburg International Motor Show, the Rand Show, the AMID Motorcycle Expo, the Johannesburg Boat Show and the SA Outdoor Lifestyle Show. The new subsidiary’s portfolio also includes Automechanika Johannesburg, which has been organized under license by SASS since 2009.
The remaining 44 percent of shares will continue to be held by the former South African shareholders. The company is to be renamed South African Shows Messe Frankfurt. The previous SASS management team – Raymond Burke, Pula Dippenaar and Phillip Otto – will remain on board, to be joined by Ute Schuchardt, who is transferring from Frankfurt to Johannesburg.
Uwe Behm, Member of the Executive Board of Messe Frankfurt, said, “This transaction allows us to further expand our global presence. Our activities in southern Africa demonstrate our firm belief that the future offers a wealth of opportunities for the African continent. We are pleased to be joining forces with such a successful South African company that is ideally acquainted with the local market conditions.”
With regard to Messe Frankfurt’s participation, Burke, Chairman of SASS, said: “We are delighted to be working together with one of the world’s leading trade show companies. With its events all around the world, Messe Frankfurt is a prime example of internationality in practice, and it is exciting to be part of this international company. We believe that this partnership has major growth potential and will open up many opportunities for us to grow our existing exhibitions and also to attract additional exhibitors to our country. Messe Frankfurt has in the region of 50 international sales partners throughout the world, which will be of considerable benefit in growing our business.” Pula Dippenaar, CEO of SASS, adds: “With this move, we are solidifying the partnership that was established with the Automechanika event in South Africa.”
Messe Frankfurt said South Africa has great potential for developing into a trade show center for the African continent – not unlike the role fulfilled by Germany in Europe. The trade shows in the portfolio of the new company complement the existing worldwide range of events in the “Mobility & Logistics” business field. For example, the Johannesburg International Motor Show is the most important automotive fair in Africa and a constant fixture in the global trade show calendar for the automotive industry, the company said.
Messe Frankfurt has been active in Africa since 1954 and was the first German trade show company to open a representative office in Johannesburg. The group is represented throughout Africa by its sales partners.
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