Continental AG joins 2010 FIFA World Cup 'team' as sponsor

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Continental AG has been named an official tire sponsor of the 2010 FIFA (International Federation of Association Football) World Cup soccer games in South Africa.

"This sponsorship agreement continues a strategy we have been following since 1995 for our premium Continental brand, and continues our focus on soccer as a platform for increasing brand awareness in our core markets," says Dr. Alan Hippe, president of Continental Tire North America Inc.'s Passenger and Light Truck Tire Division.

"This sponsorship will elevate Continental into the top three premium replacement tire brands in Eastern Europe, Russia, Asia and South America, and it will get us there more rapidly than would be possible with traditional advertising."

The 2006 FIFA World Cup attracted a total of more than 26 billion live television viewers, according to Hippe. It also reached record levels on its official Web site, with more than four billion page views.

As part of the agreement, Continental also has an option to extend its sponsorship until the 2014 FIFA World Cup in Brazil.

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