The leading football tournament in North America, the Major League Soccer (MLS) has announced a multi-year extension with the German multinational tire manufacturer, Continental Tire.
The brand will continue to remain the official tire of the league. Continental Tire will continue to provide Sunday Night Soccer on MLS Season Pass on Apple TV, a premium watching destination and flagship showcase for the league’s most anticipated games. For the 2025 season, the series will have improved production, multilingual studio programming, and comprehensive pre- and post-game coverage that immerses fans in the matchday experience.
Additionally, as a global partner, Continental maintains partnerships with all 30 MLS clubs, including newcomers like San Diego FC, offering the brand a unique, full-league presence. This access allows for activations in all markets throughout the season, resulting in hyper-local events that celebrate club identity, ignite community pride, and strengthen fan engagement.
Brian Beierwaltes, Head of Marketing US PLT, Continental Tire, said, “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. 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, one of the MLS’s longest-standing partners, employs a multi-layered approach that involves strategic brand incorporation across broadcast, digital, video, content, and in-stadium exposure. The arrangement also includes on-site activity at important MLS events, such as the MLS Cup presented by Audi and MLS All-Star Week.
The MLS-Continental Tire collaboration, which began in 2010, will continue to establish a stronger connection with soccer’s youthful and engaged fan base by developing unique experiences and services. Continental Tire has grown to be an authentic part of the gameday experience by focussing all activations on MLS supporters and fans.
Jen Cramer, MLS Executive Vice President of Partnership Marketing, commented, “Continental Tire has been synonymous with soccer for years, and as one of our longest-standing partners, we’re proud to continue building on a relationship rooted in shared values and ambition. Together, we’ve helped grow the league and the sport. What makes this partnership truly special is Continental Tire’s ongoing commitment—not just to the game, but to the fans who fuel it. Continental continues to deliver meaningful experiences to MLS fans at the local and national level while also helping elevate MLS on the global stage.”
The collaboration between Continental Tire and MLS comes at a time when North American football is seeing a surge in popularity. As the 30th season of Major League Soccer begins, as does the third season of MLS Season Pass on Apple TV, the United States is also preparing to host the CONCACAF Gold Cup and FIFA Club World Cup 2025, as well as the FIFA World Cup 2026 in the United States, Canada, and Mexico.
