FORT MILL, S.C., (Jan. 19, 2010)—Continental Tire North America Inc. has become an official sponsor of Major League Soccer.
The multiyear agreement calls for Conti's products to be the exclusive tire of the MLS. The company said the sponsorship begins with the start of the MLS 2010 season.
Conti also gains the right to use MLS League and team marks in its advertising and marketing materials, and to place signage on all four corners of each stadium around the country. That will provide visibility at more than 240 games and nearly 300 television broadcasts during the season, the firm said.
The company also receives 30-second commercial units in national television broadcasts, visibility in game programs, a prominent presence on the MLS Web site and VIP hospitality suites in select markets. The financial details of the agreement weren't disclosed.
Continental has been a long-time sponsor of FIFA World Cup Soccer, and the new sponsorship supports that effort and raises the firm's profile in the U.S., said Matthias Schoenberg, CEO of Continental Tire North America.