Continental Kicks-Off New Year as Official Tire of Major League Soccer (MLS)

Jan 14, 2010, 09:01 ET from Continental Tire North America, Inc.

FORT MILL, S.C., Jan. 14 /PRNewswire/ -- Continental Tire is raising its profile in one of the fastest-growing sports segments, with the announcement of its official sponsorship of Major League Soccer (MLS).  Under terms of the new agreement, Continental becomes the exclusive tire of MLS.  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."

About Continental Tire

Continental Tire is a division of the Continental Corporation, and offers a complete premium line of ultra-high performance, passenger and light truck tires that instill confidence and a passion for driving. Continental tires are fitted as original equipment on many of the world's finest automobiles.  Learn more about Continental Tire by visiting us at

With sales exceeding 24 billion euro in 2008, the Continental Corporation is one of the top automotive suppliers worldwide. As a supplier of brake systems, systems and components for the powertrain and chassis, instrumentation, infotainment solutions, vehicle electronics, tires and technical elastomers, the corporation contributes towards enhanced driving safety and protection of the global climate. Continental is also a competent partner in networked automobile communication. The corporation currently employs approximately 134,000 at nearly 190 locations in 37 countries.


Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and Canada. MLS features many stars from the U.S., Canada, and around the world. MLS completed its 14th season with MLS Cup 2009 in November, with Real Salt Lake capturing its first MLS Cup championship. MLS featured 15 teams each playing 30 regular season matches in 2009. They included Chicago Fire, Colorado Rapids, Chivas USA, Columbus Crew, D.C. United, FC Dallas, Houston Dynamo, Kansas City Wizards, Los Angeles Galaxy, New York Red Bulls, New England Revolution, Real Salt Lake, San Jose Earthquakes, Toronto FC and, in its inaugural season, Seattle Sounders FC. Philadelphia Union will debut in 2010, while expansion teams in Vancouver and Portland will debut in 2011. For more information about MLS, log on to the League's official website at

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SOURCE Continental Tire North America, Inc.