Continental Keeps Kicking as Official Tire of Soccer

Posted on March 8, 2017

Continental Tire the Americas LLC has extended its agreements with the commercial arm of Major League Soccer (MLS) and U.S. Soccer.

Continental will continue is marketing efforts on professional soccer fields across North America, as the official tire of the MLS and U.S. Soccer.
Continental will continue is marketing efforts on professional soccer fields across North America, as the official tire of the MLS and U.S. Soccer.
The extension with MLS maintains Continental as the official tire of MLS in the U.S. and Canada. It gives Continental official sponsor and partner designation and names Continental Tire as the official tire partner of all 22 MLS clubs. The multi-year agreement with MLS extends the company’s relationship with the league, which begin in 2010, making Continental one of the longest tenured MLS partners.

“Continental Tire is proud to extend our relationship with MLS and U.S. Soccer,” says Travis Roffler, director of marketing for Continental. “The enthusiasm for soccer in the U.S. continues to grow and we’re excited to be a part it. Our partnership has produced exceptional results so far and we look forward to continuing our commitment to the great sport of soccer and the loyal fans by helping to enhance the fans experience across multiple platforms in innovative ways.”

Continental also will continue its partnership with U.S. Soccer, which will see the company continue as the official sponsor and the official tire of the U.S. Men’s, Women’s and Youth National Teams. The multi-year partnership will provide Continental with the opportunity to support the U.S. National Teams through the 2018 FIFA World Cup, the 2019 FIFA Women’s World Cup, and a wide variety of games and tournaments at every age level.

“We are incredibly excited to extend our partnership with Continental Tire,” says Jennifer Cramer, vice president of partnership marketing for MLS and its commercial arm, Soccer United Marketing. “They 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 U.S. Soccer. We look forward to driving an even deeper connection with our fans and building upon the success of the partnership.”

Continental Tire’s partnership with MLS is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key events, including the MLS All-Star Game presented by Target and MLS Cup, Major League Soccer’s championship game.

Continental Tire will introduce new content in 2017 including the debut of two new TV spots featuring soccer legend, Alexi Lalas, titled “Uninterrupted” and “Supporters.”

In conjunction with The Original Winger, Continental also will release a 10-part video series focusing on players and what they do off the pitch. “Predictions” and “Welcome to MLS” can be seen now across multiple social media channels.

For more information on Continental, visit

Related Topics: Continental, Major League Soccer, official tire, sports marketing, Travis Roffler, U.S. Soccer

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