Conti begins new football partnership in US

In addition to continuing its partnership with top North American football league Major League Soccer (MLS) and extending its agreement with the sporting body’s commercial arm Soccer United Marketing (SUM), on 6 May Continental Tire announced a new partnership with U.S. Soccer.

This new partnership will see Continental Tire become an official sponsor and the official tyre of the U.S. Men’s, Women’s and Youth National Teams. Continental Tire says the multi-year partnership will provide it with the opportunity to support the U.S. National Teams through the 2014 FIFA World Cup, the 2015 FIFA Women’s World Cup, the 2016 Olympic Games and a wide variety of games and tournaments at every age level.

“We are proud to extend our relationship with MLS and expand our soccer program in North America to now include U.S. Soccer and our National Teams,” said Travis Roffler, director of marketing for Continental Tire.  “Our partnership with MLS has been very beneficial.  We have been able to expose our Continental brand and its array of high-quality, long-lasting tyres to the passionate MLS audience. Soccer fans are like no other type of sports fan and we are pleased that they’ve been very receptive to our message. Our partnership has produced exceptional results by every measure.  By adding U.S. Soccer and the U.S. National Teams to our partnership, we will be able to speak to an even larger audience which is extremely positive for our brand.  Continental Tire has a rich history in soccer globally and we’re thrilled to continue that tradition here in the U.S. with MLS and U.S. Soccer.”

Under the agreement, Continental will retain the right to use MLS, MLS All-Star Game and MLS Cup marks in its advertising and marketing materials at a local and national level.  The sponsorship also includes in-stadium signage and activation rights at a specified amount of games.  Continental will also receive exposure on MLSsoccer.com, MLS’ website, and VIP hospitality suites in select markets.

“In support of their overarching FIFA partnership, Continental Tire has realised tremendous success as a strategic partner of MLS since coming on board in 2010,” said David Wright, senior vice president for SUM. “That success, coupled with Continental Tire’s desire to drive a deeper connection with our passionate fan base, has resulted in a long-term renewal that also includes the addition of U.S. Soccer. As is the case with all of our partners, there is a lot of excitement as brands start gearing up for the 2014 FIFA World Cup in Brazil, the 2015 Women’s FIFA World Cup in Canada, as well as the 2016 Olympics in Brazil.”

The MLS partnership extension includes Continental’s designation as the official tyre of the MLS All-Star Game and MLS Cup, Major League Soccer’s championship game. The multi-year sponsorship with MLS continues Continental’s relationship with the league, which began in 2010.