Continental tyres are strengthening their ties with football to raise brand awareness across the globe by signing a five-year sponsorship deal with German Bundesliga champions Bayern Munich.
The agreement, which runs from the start of the next season through to 2015, comes on the back of the German-based tyres manufacturers sponsorships deals with the German DFB Cup, the North American Major League Soccer, the 2010 FIFA World Cup in South Africa and the 2014 event in Brazil.
Nikolai Setzer, member of the Executive Board and head of the passenger and light truck tyres division at Continental, said: “We are delighted with the attractive possibility our role as exclusive tyre partner offers to link two premium brands, Continental and FC Bayern Munich.
“This adds a further component to our international football sponsoring strategy.
“Hooking up with Germany’s most successful football club and the one best known around the world boosts the image of the premium Continental brand as a tyre renowned nationally and internationally for its safety and braking performance.”
He added: “After achieving a further double victory and making it into the final match of the Champions League this past season, FC Bayern Munich now plays in televised Bundesliga action to a growing fan community in the millions inside and outside of Germany. This certainly includes viewers in growth markets we have targeted in Asia.
“The team’s numerous international appearances outside of regular competition further boost FC Bayern Munich’s very high degree of visibility in connection with our premium Continental brand.”
Denna Bowman, Head Office