Football: Continental, MLS announce multi-year partnership renewal

The long-term partnership between Continental Tire and the top-flight men’s football league in the USA and Canada has been extended, and to commemorate this renewal of the relationship during its 150th anniversary year, Continental is gifting US$150,000 to the “incredibly passionate” fans of Major League Soccer (MLS), the Club Supporters Groups.

As one of MLS’ longest-tenured partners, Continental Tire’s multi-layered approach includes strategic brand integration across broadcast, digital, video, content, and in-stadium exposure. The partnership also features on-site activation at major MLS events, including the MLS Cup and MLS All-Star Week.

Deep understanding of the passion

“We’ve been celebrating the culture of soccer in North America as a partner of Major League Soccer for over ten years and we’re excited to continue the partnership once again,” says Travis Roffler, director of marketing for Continental Tire. “We have a deep understanding of the passion that drives this sport as Continental’s soccer roots began in the 1950s with Hannover 96, a German professional soccer club. As we celebrate Continental’s 150th anniversary this October, we look forward to bringing MLS fans along for the ride for more years to come.”

Continental Tire first partnered with MLS in 2010. It says that with the arrangement’s extension, it “will continue to forge a deeper connection with soccer’s young and engaged fan base” by creating unique experiences and offerings. “With MLS supporters and fans at the core of all activations, Continental Tire has become an authentic part of the gameday experience,” comments the tyre maker.

“Continental Tire has been an extraordinary partner during the explosive growth of MLS and the sport of soccer in the US and Canada over the last decade,” adds Jennifer Cramer, senior vice-president of marketing of SUM and Major League Soccer. “With their continued support of our League and teams and a new initiative to benefit club supporters groups, Continental Tire always takes extra steps to show their genuine dedication to our sport, fans and communities.”

In 2021, Continental Tire also continues its essential support of Kick Childhood Cancer – the League’s campaign to strengthen research efforts to find cures for all types of childhood cancer. Kick Childhood Cancer is part of MLS WORKS, the League’s social responsibility platform.