Continental Tire has signed a multiyear renewal with MLS to remain an official partner and the official tire of the league in both the U.S. and Canada. The company also has deals with every MLS club after renewing with 20 teams and adding two new deals with expansion clubs Atlanta United and Minnesota United. Continental Tire has been a league sponsor since ’10, making it one of the longest-tenured MLS partners. As part of the partnership, Continental Tire will have brand integration across broadcast, digital, in-stadium exposure and will activate at MLS events. It will also introduce two new TV spots for the start of the ’17 season featuring Fox' Alexi Lalas and will also release a 10-part video series with The Original Winger focusing on the league’s players. Continental Tire has also renewed its deal with U.S. Soccer, continuing its sponsorship of the U.S. men's and women's national teams, as well as the youth national teams, through the ’18 FIFA World Cup and the ’19 Women’s World Cup. Financial terms of the deals were not disclosed.
