Tyre manufacturer Continental has acquired naming rights for the Copa do Brasil club football competition under a three-year deal.
The tournament will take on the official title of the Copa Continental Pneus do Brasil for its 2016, 2017 and 2018 editions.
As part of the agreement, the company will receive tickets and hospitality packages for Copa do Brasil matches. It will also be permitted to use the tournament’s title on its products and in marketing campaigns.
In addition, Continental will receive advertising exposure during games and will be promoted through the tournament’s official website and social media platforms.
Renato Sarzano, Continental’s chief executive in Argentina, Bolivia, Brazil, Paraguay, Uruguay and Venezuela, said: “By its (the Copa do Brasil’s) distinctive shape and coverage, we understand it as an opportunity to bring us closer to our customers and business partners and to continue expanding our market share and brand awareness.”
Continental, whose football portfolio also includes the Uefa Euro 2016 national team tournament, Major League Soccer and the German Bundesliga, sponsored last year’s Copa do Brasil. It replaces packaged foods brand Sadia as the tournament’s title sponsor.
The draw for the first round of this year’s Copa do Brasil takes place later today (Monday). The Continental deal was brokered by the Traffic Sports agency.