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Continental Tires sign multi-year extension with rEvolution

US tyre brand Continental Tires has signed a new multi-year extension with sports media and marketing media agency rEvolution.

Under the new deal, rEvolution will continue as Continental’s Agency of Record in the US, a relationship which dates back to 2009.

REvolution currently manages Continental’s activations in college basketball and Major League Soccer (MLS), and also manages sponsorship at subsidiary General Tire in Major League Fishing (MLF) and the Automobile Racing Club of America (ARCA).

Since first signing as an Official Partner of MLS in 2010, Continental has partnered with rEvolution on production, media planning and buying, and has used its creative, corporate hospitality, consulting and research services.

In three years of college basketball sponsorship, rEvolution has helped Continental identify, negotiate and leverage partnerships with 31 schools across six conferences, plus 11 pre- and post-season tournaments.

Continental has also partnered with some of the biggest soccer stars in the US, including Alexi Lalas, Clint Dempsey and Tobin Heath.