Continental Tire has strengthened its involvement in football in North America by unveiling new deals with Soccer United Marketing (SUM), the commercial arm of Major League Soccer, and US Soccer, the governing body of football in the US.
The deal with SUM is a multi-year extension, prolonging a partnership that began in 2010 and allowing Continental to retain its role as an official partner of the league.
Under the new deal with US Soccer, Continental becomes an official sponsor of the men’s, women’s and youth US national teams.
The length of the deal has not been disclosed, but Continental said that the partnership would run until at least the 2016 Olympic Games in Rio de Janeiro, Brazil.