The German Football Association (DFB) has inked a new sponsorship association with the Hanover-based automotive parts company, Continental Tires.
The four-year agreement will begin in January 2023, with Adidas serving as the official partner of the German men’s national team and U21s.
Continental Tires will obtain extensive rights to support the teams in correspondence at all upcoming matches.
Oliver Bierhoff, Managing Director, National Teams & Academy of DFB GmbH & Co. KG, said, “We are very much looking forward to working with Continental. We are connected by the common idea of performance and performance-oriented action as well as the highest demand for constant and sustainable further development. This makes the partnership between our teams and Continental a perfect match.”
Continental has been taking part in and supporting sporting events for over 25 years. Previously, the firm has also worked with the German national team at the European Championships in 2008, 2012, and 2016, as well as the World Cups in 2006, 2010, and 2014.
The corporation also backed the 2019 AFC Asia Cup and the 2021 Africa Cup of Nations. From 2010 to 2016, and again in 2021/2022, the corporation was a collaborator of the DFB Cup in Germany.
Mirco Brodthage, Head of Tire Replacement Business at Continental Germany, commented, “We are looking forward to many emotional moments with the men’s national team and are proud to be partners of such a successful team and at the same time to strengthen the visibility of our brand.
“Continental and the DFB team share common values: Both have always stood for great passion and excellence. As a strong, reliable and trustworthy partner, we will stand firmly by the side of the team on its way to new sporting successes.”