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Continental Tire to Continue as Official Tire of Major League Soccer and U.S. Soccer


 Votes Print
  • Continental Tire named Official Tire of every MLS team.
  • Multi-year agreement makes Continental Tire one of the longest tenured MLS partners.

Fort Mill, SC and New York, NY – March 3, 2017. Today, Continental Tire announced that they have extended their agreement with Soccer United Marketing (SUM), Major League Soccer’s (MLS) commercial arm, to continue as an official partner and the official tire of MLS in the United States and Canada. In addition, Continental Tire will continue as an official partner and official tire of U.S. Soccer. The extension also gives Continental official sponsor and partner designation and names Continental Tire as the official tire partner of all 22 MLS clubs. The partnership further establishes Continental Tire’s commitment to the sport of soccer and its passionate fans. The multi-year agreement with MLS extends Continental Tire’s relationship with the League, which begin in 2010, making Continental Tire one of the longest tenured MLS partners.

“Continental Tire is proud to extend our relationship with MLS and U.S. Soccer,” said Travis Roffler, director of marketing for Continental Tire. “The enthusiasm for soccer in the U.S. continues to grow and we’re excited to be a part it. Our partnership has produced exceptional results so far and we look forward to continuing our commitment to the great sport of soccer and the loyal fans by helping to enhance the fans experience across multiple platforms in innovative ways.”

Continental Tire will also continue its partnership with U.S. Soccer, which will see Continental Tire continue as the official sponsor and the official tire of the U.S. Men’s, Women’s and Youth National Teams. The multi-year partnership will provide Continental Tire with the opportunity to support the U.S. National Teams through the 2018 FIFA World Cup, the 2019 FIFA Women’s World Cup, and a wide variety of games and tournaments at every age level. 

“We are incredibly excited to extend our partnership with Continental Tire,” said Jennifer Cramer, vice president of partnership marketing for MLS/SUM. “They have been an engaged partner since 2010 and have helped grow the sport of soccer with integrated marketing programs and groundbreaking activations around MLS and U.S. Soccer. We look forward to driving an even deeper connection with our fans and building upon the success of the partnership.”

Continental Tire’s partnership with MLS is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key MLS Events, including the MLS All-Star Game presented by Target and MLS Cup, Major League Soccer’s championship game.

Continental Tire will introduce an array of new content in 2017 including the debut of two new TV spots featuring soccer-legend, Alexi Lalas. Titled “Uninterrupted” and “Supporters”, these spots reflect the passion that Continental and the fans share for the beautiful game and will roll out as part of MLS’ Opening Weekend.

In conjunction with The Original Winger, Continental will also release a 10-part video series focusing on players and what they do off the pitch. “Predictions” and “Welcome to MLS” can be seen now across multiple social media channels. With more content to come, 2017 is certain to be a great year for Continental Tire, MLS and U.S. Soccer so stay tuned!

To find out what Continental Tire is doing in MLS and with U.S. Soccer, please follow us on Twitter, @continentaltire, like us on Facebook,, and visit us at