NEW YORK — Continental Tire the Americas Inc. has renewed its partnership with Major League Soccer (MLS) for an undisclosed number of years, extending a relationship that began in 2010.
Continental will continue to be the league's official tire and a partner of the 27 MLS clubs. To commemorate the company's 150th anniversary on Oct. 8, Continental is giving $150,000 to the the teams' club supporters groups.
The parties did not disclose the duration of the extension or other financial terms.
Continental's partnership includes "strategic brand integration" across broadcast, digital, video, content and in-stadium exposure, the company said. The partnership also features on-site activation at major MLS events, including MLS Cup and MLS All-Star Week.
"We've been celebrating the culture of soccer in North America as a partner of Major League Soccer for over 10 years and we're excited to continue the partnership once again," Travis Roffler, director of marketing for Continental Tire, said.
"We have a deep understanding of the passion that drives this sport as Continental's soccer roots began in the 1950s with Hannover 96, a German professional soccer club. As we celebrate Continental's 150th anniversary, ... we look forward to bringing MLS fans along for the ride for more years to come."
Jennifer Cramer, senior vice president of marketing of MLS, added: "Continental Tire has been an extraordinary partner during the explosive growth of MLS and the sport of soccer in the U.S. and Canada over the last decade.
"With their continued support of our league and teams and a new initiative to benefit club supporters groups, Continental Tire always takes extra steps to show their genuine dedication to our sport, fans and communities."
Continental Tire also has continued its support of Kick Childhood Cancer, the league's campaign to strengthen research efforts to find cures for all types of childhood cancer. Kick Childhood Cancer is part of MLS Works, the league's social responsibility platform.