Continental Extends Major League Soccer Sponsorship

Oct. 7, 2021

Continental Tire the Americas LLC will continue to serve as the official tire of Major League Soccer (MLS) and an official partner of all 27 MLS teams.

The company - which is celebrating the 150th anniversary of its parent, Continental AG - is giving $150,000 to MLS Club Supporter Groups.

"The partnership also features on-site activation at major MLS events, including MLS Cup and MLS All-Star Week," say Continental officials.

And the tiremaker will continue its support of Kick Childhood Cancer, the league’s campaign to strengthen research efforts to find cures for all types of childhood cancer.

One of MLS’ longest-tenured partners, Continental's "multi-layered approach includes strategic brand integration across broadcast, digital, video, content and in-stadium exposure."

“We’ve been celebrating the culture of soccer in North America as a partner of Major League Soccer for over 10 years and we’re excited to continue the partnership once again,” says Travis Roffler, director of marketing for Continental. 

“We have a deep understanding of the passion that drives this sport as Continental’s soccer roots began in the 1950’s with Hannover 96, a German professional soccer club. As we celebrate Continental’s 150th anniversary this October, we look forward to bringing MLS fans along for the ride for more years to come.”

MLS’ partnership with Continental, which began in 2010, "will continue to forge a deeper connection with soccer’s young and engaged fan base by creating unique experiences and offerings," say Continental officials. 

“Continental Tire has been an extraordinary partner during the explosive growth of MLS and the sport of soccer in the U.S. and Canada over the last decade,” says Jennifer Cramer, senior vice president of marketing for MLS.

“With their continued support of our league and teams and a new initiative to benefit club supporters groups, Continental Tire always takes extra steps to show their genuine dedication to our sport, fans and communities.”  

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