Marketing and Sponsorship

Tire Manufacturer Continental Decides To End World Cup Sponsorship Deal

7.17.2014

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).

PREVIOUS DFB Partners Can Expect To Pay 'World Cup Surcharge' On Contract Renewals NEXT ARU Announces Buildcorp As Naming Rights Partner For New Domestic Competition

SPONSORED CONTENT

ADDITIONAL SECTIONS

PODCASTS

SBJ Morning Buzzcast: May 3, 2024

May 3, 2024

Seismic change coming for NCAA? Churchill Downs rolls out major premium build out and Jeff Pash, a key advisor to Roger Goodell, steps down

Learfield's Cory Moss, MASN/ESPN's Ben McDonald, and Canelo

May 1, 2024

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with Learfield's Cory Moss as he talks about his company’s collaboration on EA Sports College Football. Later in the show, we hear from MASN/ESPN baseball analyst Ben McDonald on how he sees the college and professional baseball scene shaking out. SBJ’s Adam Stern shares his thoughts on the upcoming Canelo-Mungia bout on Prime Video and DAZN.

SBJ I Factor: Molly Mazzolini

April 23, 2024

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

SBJ TV

Sports Media Podcast April 24 Whos Up Whos Down

4 mins

Sports Media Podcast April 17 2024 The Big Get Molly Solomon

5 mins

Sports Media Podcast March 27 2024

29 mins

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2014/07/17/Marketing-and-Sponsorship/Continental-World-Cup.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2014/07/17/Marketing-and-Sponsorship/Continental-World-Cup.aspx