FORT MILL, S.C.—Continental Tire the Americas has extended its agreement with Soccer United Marketing, Major League Soccer's commercial arm, to continue as an official partner and the official tire of MLS in the U.S. and Canada.
Continental Tire also will continue to serve as an official partner and official tire of U.S. Soccer.
The extension gives Conti official sponsor and partner designation and names Continental Tire as the official tire partner of all 22 MLS clubs.
The multi-year agreement with MLS continues Conti's relationship with the league which began in 2010, making Continental one of the longest tenured MLS partners, the company said.
"The enthusiasm for soccer in the U.S. continues to grow and we're excited to be a part it," said Travis Roffler, director of marketing for Continental Tire.
"Our partnership has produced exceptional results so far and we look forward to continuing our commitment to the great sport of soccer and the loyal fans by helping to enhance the fans experience across multiple platforms in innovative ways."
Conti will continue as the official sponsor and the official tire of the U.S. Men's, Women's and Youth National Teams. The multi-year partnership with U.S. Soccer will provide Conti with the opportunity to support the U.S. National Teams through the 2018 FIFA World Cup, the 2019 FIFA Women's World Cup, and a variety of games and tournaments at every age level, the tire maker said.
Conti's partnership with MLS is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure and on-site activation at key MLS events, including the MLS All-Star Game presented by Target and MLS Cup, Major League Soccer's championship game.
Conti said it will introduce an array of new content in 2017, including the debut of two TV spots featuring former U.S. soccer star Alexi Lalas, and a 10-part video series focusing on players and what they do off the pitch. Episodes entitled "Predictions" and "Welcome to MLS" now can be seen across multiple social media channels.
For more information, visit www.continentaltire.com.