Continental Renews World Cup Deal
Continental AG has renewed its deal with FIFA to become the exclusive tire partner and official sponsor of the 2014 FIFA World Cup in Brazil.
The brand has a long-standing deal with FIFA having also sponsored the 2006 World Cup in Germany and will also be an official partner at this year’s tournament in South Africa.
Continental has set up a website to promote its sponsorship of this summer’s World Cup – www.ContiSoccerWorld.com – that provides coverage of the teams as well as highlighting all of its own activities in the soccer domain.
Continental’s Passenger and Light Tires divisions will aim to develop a new marketing concept for the Continental tire brand for the period through 2014 FIFA World Cup.
Nikolai Setzer, Continental executive board member for passenger and light truck tires said it will look to leverage its sponsorship of Major League Soccer: ‘by sponsoring Major League Soccer we are, for the first time, able to use North American pro soccer as a national communications platform.’
Continental reported sales of approximately EUR20bn in 2009 and is the world’s fourth largest manufacturer of passenger tires.
