Continental Tire Expands MLS Partnership

Continental Tire and Major League Soccer (MLS) have announced a multi-year extension to their partnership, continuing a successful 15-year relationship. As part of the renewed agreement, Continental Tire will remain the presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV.

“We’ve been proud partners with MLS for over 15 years, and this renewal is about more than extending a sponsorship – it’s about doubling down on our belief in the league’s trajectory and its fans,” said Brian Beierwaltes, head of Marketing US PLT, Continental Tire.

“Soccer – and MLS in particular – is at the heart of our U.S. sports strategy and Continental Tire will continue to be there with the players on the field and the fans in the stands. We are honored to be part of the MLS family and we’re excited to continue creating memorable experiences that bring fans closer to the game.”

The extended partnership includes on-site activations and in-stadium advertising.

Jen Cramer, MLS executive vice president of partnership marketing, added: “Continental Tire has been synonymous with soccer for years, and as one of our longest-standing partners, we’re proud to continue building on a relationship rooted in shared values and ambition. Together, we’ve helped grow the league and the sport. What makes this partnership truly special is Continental Tire’s ongoing commitment – not just to the game, but to the fans who fuel it. Continental continues to deliver meaningful experiences to MLS fans at the local and national level while also helping elevate MLS on the global stage.”

Continental Tire has been associated with MLS since 2010, making it one of the league’s longest-standing partners. This renewal reflects recognition of MLS’s growing status among major U.S. sports leagues and soccer’s increasing attractiveness as a marketing platform in the United States.

Insideworldfootball.com