Continental tyres is continuing its successful, long-term marketing strategy of aligning itself with football by signing up to become an Official Sponsor of the 2014 FIFA World Cup in Brazil.
The tyres company, which is all set to kick off its campaign for the 2010 FIFA World Cup in South Africa this June, is convinced that the deal with help strengthen its brand awareness around the world.
Continental’s Executive Board Member Nikolai Setzer, who is in charge of the Division Passenger Tyres, said: “Whereas the preparations for our activities during the 2010 FIFA World Cup are in full swing, we have already set the course for the worldwide marketing communication in the next few years by renewing our FIFA-partnership until 2014.
“For us, professional football is perfectly suited as central communication platform – since 2003, we have already considerably increased the brand awareness of our premium tyre brand Continental.
“We want to continue this strategy in our core markets and, at the same time, strengthen the positioning of the premium tyre brand Continental with special focus on safety.
“As a glittering football nation and host of the next Football World Cup, Brazil is already now expected to become an exceptional festival of enthusiasm and passion and these attributes correspond perfectly to our products as well as technique, precision and teamwork.”
He added: “We are convinced that we will be able to boost our brand awareness considerably by the help of the football sponsorship of the 2014 FIFA World Cup, especially in the currently growing regions South America and Asia.”