The Comrades Marathon Association has appointed a new General Manager.

Chris Fisher officially takes over as the CMA’s General Manager as of 1 April 2015.

With a background in sponsorship, marketing and communications, Fisher has a long history in the sporting world, particularly in road-cycling.

He is known for the major role he played in the global rebranding of Barloworld. This he achieved with the Team Barloworld branding initiative which culminated in unbelievable success at the world’s most watched annual sporting event, the Tour de France.

On his appointment, Fisher said, “I am delighted to be joining the Comrades Marathon Team. This is an iconic brand and I intend to not only retain the ethos and traditions that are synonymous with the event but to steer the brand on a global trajectory to give effect to more eyes on the sport.”

Fisher adds, “To do this, I intend to focus not only on the race but also on the spirit that accompanies the race. I am grateful for the confidence shown in me by the Comrades Marathon Board.”

CMA Chairman Macdonald Chitja said, “We would like to welcome Chris Fisher as the new General Manager at the Comrades Marathon Association. Chris brings with him a wealth of experience. His role will be to reposition the brand in the hearts and minds of our target markets and to improve all stakeholder engagement. The Board looks forward to working with him.”