Tyre manufacturer Continental has signed multi-year extensions to its partnerships with North America’s Major League Soccer and the US Soccer national governing body.
Continental will continue to serve as an official partner and the official tyre of MLS in the United States and Canada, and will retain the same positions with US Soccer.
Continental struck the extended deals with Soccer United Marketing (SUM), the commercial arm of MLS.
Continental’s extension with MLS also names it as the official tyre partner of each of the league’s 22 clubs.
The company will benefit from brand integration across the league’s broadcast, digital and video platforms, and will also receive exposure in stadiums and on-site activation at key events, including the All-Star Game and the season-ending MLS Cup.
Continental will introduce a range of new content in 2017, including the debut of two new television spots featuring former US international Alexi Lalas. Continental will also release a 10-part video series focusing on players’ off-field lives.
As part of its extended deal with US Soccer, Continental will continue to serve as the official sponsor and official tyre of the US men’s, women’s and youth national teams. The agreements will cover the 2018 Fifa World Cup and the 2019 Fifa Women’s World Cup, as well as a variety of games and tournaments at every age level.
Jennifer Cramer, vice-president of partnership marketing for MLS and SUM, said: “They (Continental) have been an engaged partner since 2010 and have helped grow the sport of soccer with integrated marketing programs and groundbreaking activations around MLS and US Soccer. We look forward to driving an even deeper connection with our fans and building upon the success of the partnership.”