Entries in Contintntal Tires (1)

Thursday
Jan142010

Continental Continues 2010 Sports Marketing Roll As Official Tire Of MLS

January 14, 2010: s has signed a multi-year deal to become an official sponsor and the exclusive tire of Major League Soccer. Financial terms were not disclosed.

The deal, which comes during a time of growth for the league and in a high-profile FIFA World Cup year, gives Continental the right to use MLS League and team marks in its advertising and marketing materials. The sponsorship also provides for Continental Tire signage on all four corners of each of the MLS' 16 stadiums around the country, providing visibility at more than 240 games and nearly 300 TV broadcasts during the season, according to MLS. In addition, Continental will get 30-second commercial units in national TV broadcasts, visibility in game programs, a prominent presence on the MLS Web site and VIP hospitality suites in select markets.

There was no word whether Continental would eventually become a jersey-front sponsor for an MLS team, where about three-quarters of the league's franchises have deals with such marketing partners as Volkswagen-D.C. United, Herbalife-Los Angeles Galaxy, Glidden-Columbus Crew, Best Buy-Chicago Fire and Red Bull-New York Red Bulls.

Continental Tire is an official sponsor of the 2010 FIFA World Cup in South Africa and has an option for the same status in the 2014 FIFA World Cup in Brazil. This also will be the brand's first year as title sponsor of the Grand-Am Continental Tire Sports Car Challenge.

Other pro sports organizations with official tire sponsors are the NFL, NHL and PGA Tour, all with Bridgestone; Nascar, which is aligned with Goodyear; and Major League Baseball, which in December signed a deal with Bridgestone sibling Firestone, which also is the official tire of the Izod IndyCar Series.

"Continental Tire has been a long-time sponsor of FIFA World Cup Soccer, so this new sponsorship supports that effort while at the same time raising our profile here in the U.S.," Matthias Schoenberg, CEO of Continental Tire the Americas, said in a statement. "Soccer is the world's most-watched sport, and it is exploding in popularity here in the United States.  We are very excited about this sponsorship; MLS will be a great way for Continental Tire to expose a broad audience to our products."

According to Kathy Carter, evp of Soccer United Marketing, which is the marketing arm of MLS, "Continental is an international company that understands the language of soccer and recognizes what a special year 2010 is going to be for the sport, both in the United States, as MLS celebrates its 15th season, and also worldwide, as 32 countries compete in the largest sporting event in the world - the FIFA World Cup. We look forward to partnering with Continental for years to come."

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