Kicking-off a multi-year deal, Continental is now the exclusive Official Tire for Major League Soccer (MLS).
“Soccer is the world’s most-watched sport, and it is exploding in popularity here in the United States,” says Matthias Schoenberg, CEO of Continental’s North American operations. “MLS will be a great way for Continental Tire to expose a broad audience to our products, including the new ExtremeContact line of ultra-high performance tires.”
The firm “has been a long-time sponsor of FIFA World Cup Soccer, so this new sponsorship supports that effort while at the same time raising our profile here in the United States,” he notes.
Continental signage will be displayed on all four corners of each stadium around the country, providing visibility at more than 240 games and nearly 300 television broadcasts during the season.
The company additionally receives 30-second commercial spots on national TV coverage, visibility in game programs, a prominent presence on the MLS Internet site plus VIP hospitality suites in select markets.
Rights for using MLS league and team trademarks in advertising and marketing materials are also included.
Teams include the Chicago Fire, Colorado Rapids, Chivas USA, Columbus Crew, D.C. United, FC Dallas, Houston Dynamo, Kansas City Wizards, Los Angeles Galaxy, New York Red Bulls, New England Revolution, Real Salt Lake, San Jose Earthquakes and Toronto FC.
The Seattle Sounders FC and the Philadelphia Union are debuting in the league this year; Vancouver and Portland are to field teams in 2011.
“We are excited to welcome Continental Tire, a company with a rich history in the global sport of soccer, to the MLS family,” says Kathy Carter, executive vice president of Soccer United Marketing, the MLS’ marketing division.
“Continental is an international company that understands the language of soccer and recognizes what a special year 2010 is going to be for the sport, both in the United States, as MLS celebrates its 15th season, and also worldwide, as 32 countries compete in the largest sporting event in the world – the FIFA World Cup,” according to Carter. “We look forward to partnering with Continental for years to come.”
For more information, visit www.continentaltire.com and www.mlsnet.com.
