Continental Tire announces sports marketing initiative

Sept. 7, 2006

Continental Tire North America Inc. has signed a three-year deal to sponsor the University of North Carolina (UNC) Tar Heel Athletics.

"We are delighted to have Continental Tire as a new corporate partner of UNC Athletics and the Tar Heels," says Rick Steinbacher, UNC's associate director of athletics for marketing and promotions.

"Carolina-based companies such as Continental Tire make great partners, and we are proud to have them on board. We're excited about what we will accomplish together over the next three years."

One of the main components of the sponsorship is the Continental Tire’s Coaches Corner, a key element in each pre- and post-game show featuring football head coach John Bunting and basketball head coach Roy Williams.

Continental Tire’s Coaches Corner will be aired on over 40 stations throughout the Carolinas, as well as XM Satellite nationwide.

“The University of North Carolina Athletic program is one of the most powerful programs in the nation, with the men’s basketball program winning the National Championship in 2005," says Travis Roffler, Continental Tire’s director of marketing.

"This sponsorship of the UNC athletics program shows Continental Tire’s commitment to the Carolinas, our dealers and their communities. We are proud to be headquartered in the Carolinas, which is home to a large number of fine colleges and universities, and chose UNC because of the high level of their academics program and large alumni base in this area."

Continental Tire will activate its sponsorship beginning with the 2006-2007 football, basketball and baseball programs, and then look to expand when opportunities arise, the company notes.

Continental Tire also reports it will partner with the University’s College of Business to utilize their graduates as a potential recruiting base for future employees.

Continental Tire North America Inc. ( is based in Charlotte, N.C.