Following their successful sponsorship of the 2006 World Cup, Continental Tyres has announced that it is to sponsor the 2010 FIFA World Cup in South Africa.
The German tyre giant has acquired the worldwide rights to promote the football tournament, which is the largest sporting event in the world. Tim Bailey, advertising and sponsorship manager for Continental, commented, “This sponsorship deal continues the marketing strategy we have been following since 1995 for all Continental tyre products and maintains our focus on football as a central communication platform for increasing brand awareness in our core markets over the next three years.”
Continental, who are also sponsoring this year’s European Championship, has the option to continue its involvement through to the 2014 World Cup, in Brazil. Sepp Blatter, FIFA President stated, “Continental has been an active supporter of football for many years. It is a big advantage for all those involved in the event to have such prestigious global partners on board, underlining the confidence of leading blue-chip companies in the first African World Cup. We look forward to a close and fruitful relationship on our joint path towards the 2010 FIFA World Cup.”