Tyre manufacturer Continental has signed a deal to become an official sponsor of the Asian Football Confederation’s 2015 Asian Cup national team tournament.
The 16-nation competition takes place in Australia next January after a 46-team qualification phase.
Continental has a long involvement with major football events and will sponsor the 2014 Fifa World Cup in Brazil and Uefa Euro 2016 in France. It also backs Major League Soccer in the USA and Canada following an association with the Uefa Champions League from 1995-2000.
Antonio Lopes de Seabra, the head of Continental’s operations in the Asia Pacific region, said: "This is the first time that Continental invests into an international sponsorship package in the Asia Pacific region. The decision is based on a consistent global brand positioning for the premium tire brand Continental and underlines both the regional commitment as well as the passion for football."