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Continental expands American soccer presence

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Continental Tire the Americas LLC has announced it has extended the agreement with Soccer United Marketing (SUM), Major League Soccer’s commercial arm, to continue as an official partner and the official tire of MLS in the United States and Canada, as well as announcing a new partnership with U.S. Soccer.

The MLS partnership includes designation as the official tire of the MLS All-Star Game and MLS Cup, Major League Soccer’s championship game. The multi-year sponsorship with MLS extends Continental’s relationship with the league, which began in 2010.

Continental Tire announced a new partnership with U.S. Soccer, which will see Continental Tire become an 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 Tire with the opportunity to support the U.S. National Teams through the 2014 FIFA World Cup, the 2015 FIFA Women’s World Cup, the 2016 Olympic Games and a wide variety of games and tournaments at every age level.

“We are proud to extend our relationship with MLS and expand our soccer program in North America to now include U.S. Soccer and our National Teams,” says Travis Roffler, director of marketing for Continental Tire.

“Our partnership with MLS has been very beneficial. We have been able to expose our Continental brand and its array of high-quality, long-lasting tires to the passionate MLS audience.

Roffler says soccer fans are like no other type of sports fan and have been very receptive to Continental’s message.

“By adding U.S. Soccer and the U.S. National Teams to our partnership, we will be able to speak to an even larger audience which is extremely positive for our brand,” says Roffler. “Continental Tire has a rich history in soccer globally and we’re thrilled to continue that tradition here in the U.S. with MLS and U.S. Soccer.”

Under the agreement, Continental will retain the right to use MLS, MLS All-Star Game and MLS Cup marks in its advertising and marketing materials at a local and national level. The sponsorship also includes in-stadium signage and activation rights at a specified amount of games.

Continental will also receive exposure on, MLS’ website, and VIP hospitality suites in select markets.

For more on Continental’s soccer involvement, see:

Conti enhances Gold Program, branding efforts

Continental sponsors a major soccer event

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