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Continental has expanded its commitment to the US football market by agreeing a multi-year extension to its sponsorship of Major League Soccer (MLS), along with sealing a new deal with governing body U.S. Soccer.

Continental has expanded its commitment to the US football market by agreeing a multi-year extension to its sponsorship of Major League Soccer (MLS), along with sealing a new deal with governing body U.S. Soccer.

The MLS partnership includes designation as the official tyre of the MLS All-Star Game and MLS Cup, the league’s championship game. Continental has served as a sponsor of the MLS since 2010. Under the terms of the new agreement with U.S. Soccer, Continental will become an official sponsor and the official tyre of the US men’s, women’s and youth national teams. The multi-year partnership will run through the 2014 FIFA World Cup, the 2015 Women’s World Cup and the 2016 Olympic Games.

Travis Roffler, director of marketing for Continental Tire, said: “Our partnership with MLS has been very beneficial. We have been able to expose our Continental brand and its array of high-quality, long-lasting tyres to the passionate MLS audience. Soccer fans are like no other type of sports fan and we are pleased that they’ve been very receptive to our message. Our partnership has produced exceptional results by every measure. By adding U.S. Soccer and the U.S. national teams to our partnership, we will be able to speak to an even larger audience which is extremely positive for our brand. Continental Tire has a rich history in soccer globally and we’re thrilled to continue that tradition here in the U.S. with MLS and U.S. Soccer.”

David Wright, senior vice-president for the commercial arm of MLS, Soccer United Marketing, added: “In support of their overarching FIFA partnership, Continental Tire has realised tremendous success as a strategic partner of MLS since coming on board in 2010. That success, coupled with Continental Tire’s desire to drive a deeper connection with our passionate fan base, has resulted in a long-term renewal that also includes the addition of U.S. Soccer.”

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