5 more years – Continental renews Hannover 96 football partnership

Continental has extended its longstanding partnership with football club Hannover 96. The new contract runs for five years, starting with the 2023/2024 season, and is independent of the club’s league affiliation. Hannover 96 currently plays in Germany’s second division 2. Bundesliga.

Announcing the extension, Continental says the partnership will assume a particular focus upon young talent within the U11 to U23 teams in the 96 Academy. The company will also advertise its tyres and display the Continental logo at all home matches and will have use of one of the largest boxes at the club’s home ground. A digital package, the right to use the cooperation logo and inclusion in all club media activities complete the sponsorship package.

“The extension of our partnership with Hannover 96 is a clear commitment by Continental to the club, the city of Hannover and the entire region,” says Timo Röbbel, head of marketing Replacement Tires Continental Germany. “Continental was founded in Hannover over 150 years ago and, precisely because our company has developed into an international corporation since then, we feel a special connection to the city and the region. It was therefore important to us to continue our reliable and trustful cooperation, which has already lasted 21 years, in the long term.”

“We are delighted to have extended our exclusive partnership with Continental for another five years. I think it’s very rare in football to find such a long-standing relationship between a partner and a club,” says Marcus Mann, sport director Hannover 96. “We are particularly proud that the extension of the partnership to our 96 Academy was an important concern for Continental. If such a global corporation wants to explicitly support us there, it’s a great sign that our increased commitment to young talent is being noticed.”

More than 120 years of support

Continental and Hannover 96 have collaborated in some way, shape or form for more than 120 years. The first connection dates back to before 1900, when the company, then called Continental Pneumatic, was present on pitch advertising. The current partnership began in 2002. Continental has been the exclusive tire partner of Hannover 96 since then and has equipped the team buses with its tyres. It has gradually expanded the scope of the partnership over the past two decades.