Continental Tire the Americas LLC and Major League Soccer (MLS) have announced a multi-year extension of their partnership, maintaining Continental as the official tire of the league.
Through the renewed agreement, Continental will assume the role as presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV.
In addition, as a global partner, Continental maintains relationships with all 30 MLS clubs.
“We’ve been proud partners with MLS for over 15 years, and this renewal is about more than extending a sponsorship—it’s about doubling down on our belief in the league’s trajectory and its fans,” says Brian Beierwaltes, head of marketing US PLT, Continental Tire.
“Soccer—and MLS in particular—is at the heart of our U.S. sports strategy and Continental Tire will continue to be there with the players on the field and the fans in the stands. We are honored to be part of the MLS family and we’re excited to continue creating memorable experiences that bring fans closer to the game.”
Continental Tire’s multi-layered approach includes brand integration across broadcast, digital, video, content and in-stadium exposure. The partnership also features on-site activation at major MLS events, including MLS Cup presented by Audi and MLS All-Star Week.
