Tyres & Basketball: Continental’s latest sponsorship engagement

A new multi-year deal signed by Continental in the US will give it a brand presence at a total of 381 college basketball games per season. Continental Tire the Americas has entered into a partnership with International Management Group (IMG) property schools and Learfield property schools, and becomes the ‘Official Partner of Basketball’ for schools in six high-profile conferences. The tyre maker will be visible both courtside and during televised games.

“This is a great addition to our partnership portfolio at Continental Tire,” said Travis Roffler, director of marketing for Continental Tire. “College basketball exemplifies top performance and so does Continental so it’s the perfect match. This partnership will allow us to build relationships with the millions of fiercely loyal, and passionate, college basketball fans across the country. We’re looking forward to the opportunities this platform will provide.”

The partnership includes the following IMG property schools: University of Arizona, University of Connecticut, Duke University, University of Florida, Georgia Institute of Technology, University of Kansas, University of Michigan, University of Nebraska, University of Oregon, University of South Carolina, St. John’s University, Syracuse University, and the University of Texas. Learfield property schools include: University of Louisville, University of Missouri, University of North Carolina, University of Oklahoma, University of Kentucky, Seton Hall University, University of Wisconsin, and the Big Ten Conference.

The partnership complements addition Continental Tire’s existing partnerships with Duke University and the University of Southern California, under which it is the ‘Official Tire Partner’ of each athletic department.