Major League Soccer has renewed its long-standing partnership with the German multinational tire manufacturer Continental Tire.
Their partnership dates back to 2010 and the tire company will continue to serve as MLS’ official tire and also as an official partner of all 27 current MLS clubs.
Commenting on the extension of the partnership, Travis Roffler, director of marketing for Continental Tire, said, “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.”
“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.”
Jennifer Cramer, senior vice president of marketing for MLS, said, “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.
“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.”
As per the agreement, Continental Tires will be gaining strategic brand integration across broadcast, digital, video, content, and in-stadium exposure. They’ll also additionally be gaining on-site activation at major MLS events, including MLS Cup and MLS All-Star Week.
With the company celebrating its 150th anniversary, it will be gifting $150,000 to MLS supporters groups.
With the extension of the partnership, Continental Tire will also continue to support the league’s social responsibility campaign of Kick Childhood Cancer that aims to strengthen research efforts to find cures for all types of childhood cancer.