Continental tyres is increasing its tie-in with football by becoming the official sponsor of Major League Soccer (MLS) in the US.
The global tyres manufacturer is already sponsoring the FIFA World Cup, which kicks off in South Africa later this year, but now the US arm of the corporation is hoping a link up with the domestic league will help boost its profile.
The sponsorship is part of a multi-year deal with MLS which will begin at the start of the 2010 MLS season.
Matthias Schoenberg, CEO of Continental Tyre the Americas, said: ‘Continental Tyre has been a long-time sponsor of FIFA World Cup Soccer, so this new sponsorship supports that effort while at the same time raising our profile here in the US.
“Soccer is the world’s most-watched sport, and it is exploding in popularity here in the United States.
“We are very excited about this sponsorship; MLS will be a great way for Continental Tyre to expose a broad audience to our products, including the new ExtremeContact line of ultra-high performance tyres.”
Under the agreement, Continental also gains the right to use MLS League and team marks in its advertising and marketing materials.
The sponsorship also provides for Continental Tyre signage on all four corners of each stadium around the country, providing visibility at more than 240 games and nearly 300 television broadcasts during the season.
Continental also receives 30-second commercial units in national television broadcasts, visibility in game programs, a prominent presence on the MLS website and VIP hospitality suites in select markets.
Kathy Carter, executive vice president of Soccer United Marketing, the marketing arm of MLS, said: “We are excited to welcome Continental Tyre, a company with a rich history in the global sport of soccer, to the MLS family.”
Oliver Hall, Operations Team