Continental to Sponsor 2010 World Cup
Continental Tyres has announced that it is to sponsor the 2010 FIFA World Cup in South Africa. According to the company, which also partnered the 2006 World Cup and is sponsoring this year’s European championship, the latest move is a continuation of its long-term marketing strategy based on football sponsorship, to deliver “huge global TV audiences.” Continental also has the option to extend its sponsorship to the 2014 FIFA World Cup in Brazil.
Continental has acquired the rights to promote the sponsorship of the 2010 FIFA World Cup worldwide and will link this to product communication. In addition, Continental has once again received a sizeable ticket allocation and premium hospitality, which has become an important cornerstone of its strategy.
“This sponsorship deal continues the marketing strategy we have been following since 1995 for all Continental tyre products and maintains our focus on football as a central communication platform for increasing brand awareness in our core markets over the next three years,” explains Continental Tyres UK advertising and sponsorship manager Tim Bailey.