By Denna Bowman
Continental is strengthening its commitment to the world of football sponsorship by announcing it has become an exclusive partner and Official Sponsor for EUFA EURO 2012 and 2016.
The partnership allows Europe’s market leader in passenger tyres to boost brand awareness through one of the world’s key sporting events.
Nikolai Setzer, Executive Board member for the Tire division, said: “After the great experience with UEFA EURO 2008 in Austria and Switzerland, we intend to bolster our top market position in Europe by means of these two exclusive sponsoring agreements.
“Our goals remain unchanged: to increase international brand awareness of the premium Continental brand; to further intensify the emotive element in and distinctiveness of our brand image with respect to safety and braking performance; and to boost sales of premium Continental brand tyres over the long run.
“The image attributes – passion, precision and the kind of team spirit expressed so well especially during the world’s best football tournaments – match up perfectly with our premium brand and to the Continental company as a whole.”