Continental Tire Scores MLS Deal

Continental Tire has become the exclusive tire of Major League Soccer. The sponsorship is part of a multi-year deal with MLS which will commence at the beginning of the 2010 MLS season.

"Continental Tire has been a long-time sponsor of FIFA World Cup Soccer, so this new sponsorship supports that effort while at the same time raising our profile here in the U.S.," said Matthias Schoenberg, CEO of Continental Tire the Americas. "Soccer is the world's most-watched sport, and it is exploding in popularity here in the United States. We are very excited about this sponsorship; MLS will be a great way for Continental Tire to expose a broad audience to our products, including the new ExtremeContact line of ultra-high performance tires."

Under the agreement, Continental also gains the right to use MLS League and team marks in its advertising and marketing materials. The sponsorship also provides for Continental Tire signage on all four corners of each stadium around the country, providing visibility at more than 240 games and nearly 300 television broadcasts during the season. Continental also receives 30-second commercial units in national television broadcasts, visibility in game programs, a prominent presence on the MLS website and VIP hospitality suites in select markets.

"We are excited to welcome Continental Tire, a company with a rich history in the global sport of soccer, to the MLS family," said Kathy Carter, executive vice president of Soccer United Marketing, MLS' marketing arm. "Continental is an international company that understands the language of soccer and recognizes what a special year 2010 is going to be for the sport, both in the United States, as MLS celebrates its 15th season, and also worldwide, as 32 countries compete in the largest sporting event in the world - the FIFA World Cup. We look forward to partnering with Continental for years to come."

Terms of the deal were not released.