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SBD Global/July 17, 2014/Marketing and Sponsorship

Tire Manufacturer Continental Decides To End World Cup Sponsorship Deal

Continental has decided to end its World Cup sponsorship deal after eight years.
German tire manufacturer Continental "has decided to end its World Cup sponsorship," according to the DPA. Continental has been a World Cup sponsor "since the tournament in Germany in '06 and was visible on sideline signage during the games in Brazil." The World Cup deal reportedly cost the company €50M. Continental spokesperson Alexander Bahlmann said, "I can't tell you a specific euro amount. We are very happy about what the World Cup sponsorship delivered because internationally there are still numerous countries where we don't have any awareness as a tire brand." Continental said that its decision to end the sponsorship ahead of the controversial World Cups in Russia in '18 and Qatar in '22 "was not politically motivated" (DPA, 7/15).
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