HANOVER, Germany—Continental is an official sponsor of the 2014 FIFA World Cup in Brazil and UEFA EURO 2016 in France. Now the Hanover-based company has acquired a further extensive rights package—running until 2017—from European football's governing body UEFA.
The agreement secures Continental a wide-reaching promotional presence at European qualifiers for UEFA EURO 2016 and the 2018 FIFA World Cup in Russia and a presence on the official website for the European Qualifiers on www.UEFA.com.
Continental also will enjoy a significant rights package at the UEFA Under-21 Championship 2015 and 2017, UEFA Women's EURO 2017 and UEFA Futsal EURO 2014 and 2016 tournaments.
"This move sees us extending our commitment to 2017 as we continue to focus squarely on football as a strategic communications platform for our premium brand Continental," said Nikolai Setzer, Continental Executive Board Member responsible for the Tire Division.
Through the new 'week of football' concept, qualification games will be spread over several days, giving fans the opportunity to watch more matches than ever. This in turn will give Continental a "highly visible" TV presence across the European qualifiers; largely through pitch-side advertising at away games of the leading European nations such as England, France, Holland, Italy, Portugal, Russia, Spain and Turkey. It covers home and away games of teams including Bosnia-Herzegovina, Croatia, the Czech Republic, Finland, Hungary, Serbia, Slovakia and Slovenia