MLS Inks Multi-Year Sponsorship Deal With Continental Tire

By Tripp Mickle, Staff Writer, SportsBusiness Journal

Continental Tire Becoming Exclusive Tire Of MLS In New Multi-Year Partnership

MLS today announced a new multi-year partnership with Continental Tire. The longtime FIFA partner becomes the exclusive tire of MLS and has the rights to use league marks. It also receives signage in all four corners of MLS stadiums nationwide, giving it exposure at more than 240 games. Other rights include 30-second spots in national TV broadcasts and VIP hospitality. SUM VP/Business Development Mike Gandler, who negotiated the deal, said, “Continental is a global brand which has demonstrated a commitment to our sport through its association with the FIFA World Cup and other properties. Continental went through an incredibly detailed analysis of MLS and found it delivered not only a valuable audience, but a collection of customized assets and proprietary programs to engage retailers and consumers alike.”