SCOTTSDALE, Ariz. — Reinalt Thomas Corp.'s Discount Tire brand has signed a multi-year partnership with the one of the nation's top youth soccer programs, the Elite Clubs National League (ECNL).
Discount Tire is now the official tire retailer through the 2026 season for ECNL, which offers several developmental opportunities for athletes.
Earlier this year, Discount Tire renewed or established sponsorship deals with several Major League Soccer (MLS) clubs, expanding on a partnership that names Discount Tire/America's Tire the official tire retailer for the 2024-26 MLS seasons. Those deals are in conjunction with Continental Tire the Americas, which is the official tire of MLS.
Discount Tire also has team partnerships with Chicago Fire, FC Cincinnati, Inter Miami, Nashville SC, Portland Timbers and Seattle Sounders.
The Discount Tire/ECNL partnership began in November at the ECNL Girls Phoenix Showcase in Arizona. During this three-day event, 178 teams in the U16-U18/19 age groups played soccer before college and professional scouts.
"Discount Tire strives to make the tire buying process easy, inviting, and safe for all drivers — no matter their age," Tom Williams, chief experience officer at Discount Tire, said.
"By investing in our youth, Discount Tire can expand the knowledge of tire safety starting at an earlier age than we have before."
Discount Tire's branding will be featured at more than 40 ECNL Showcase and National Championship events annually, according to the retailer. Discount Tire will have field signage at each event, including at the Continental Tire ECNL National Selection Game series, receive exposure on the ECNL podcast "Breaking the Line," and appear in ECNL newsletters and joint social media campaigns.
Discount Tire also will have title sponsorship of the ECNL Conference Cup and League Cups competitions, and branding on game jerseys.