Continental agrees wide-ranging US college basketball deal

Tyre manufacturer Continental has entered into a multi-year US college basketball partnership with the IMG agency and Learfield property schools.

Under the deal, the exact terms of which were not disclosed, Continental will serve as the official partner for schools in six college conferences.

Continental will benefit from branding placement on courtside LED signage at each home game, as well as in-stadium activation and a targeted television advertising package for a total of 381 games per season.

IMG property schools covered by the deal comprise the 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 the 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 deal will strengthen Continental’s existing presence in the college basketball, which it has established through existing partnerships with Duke University and the University of Southern California.