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Continental expands Uefa deal to take in the ‘Week of Football’

German tyre manufacturer Continental has expanded its partnership with Uefa to sponsor international qualification matches played under the jurisdiction of European football’s governing body from 2014 to 2017.

Continental is already an official sponsor of Euro 2016 in France and it will now enjoy a comprehensive set of rights for the preliminary games leading up to that tournament, along with those for the 2018 Fifa World Cup in Russia.

The deal follows Uefa’s recent centralisation of commercial rights under its ‘Week of Football’ concept and Continental becomes the third global partner for the European qualifiers, along with beer brand Carlsberg and Azerbaijan’s state oil company Socar. Further sponsors are expected to come on board before the Euro 2016 qualifiers begin in September this year.

Qualifying matches will now be spread over several days as opposed to the recent Friday/Tuesday model under the Week of Football, meaning increased visibility for Continental through pitch-side branding and other advertising opportunities.

Continental will enjoy a significant rights package across other Uefa national team competitions, including the European Under-21 Championship in 2015 and 2017, Women's Euro 2017 and Futsal Euro 2014 and 2016.