Continental renews Copa do Brasil title deal

German tyre brand Continental AG has renewed its title sponsorship of the Copa do Brasil – Brazil’s largest domestic knockout trophy.

Next year, the tournament will be known as the Continental Cup, as it has been for the last three seasons.

Continental first partnered with the Copa do Brasil as a regular sponsor in 2015, when it sponsored the competition from the quarter-final stage onwards.

At that time, the title rights to the cup were still held by Brazilian food brand Sadia.

Continental said its decision to renew its title deal was the result of strong brand exposure and strong sales growth in Brazil over the last three years.

The brand said that in 2018, coverage of the tournament on TV and other media platforms provided more than 111,000 appearances of the Continental brand, reaching an audience of 89 million people and accumulating 124 hours of TV exposure.

According to Brazilian market research firm IBOPE Repucom, Continental’s TV exposure made up 28 per cent of the total exposure of all Copa do Brasil sponsors in 2018.