21.05.2025 13:34:04

Continental Tire Extends Partnership with Major League Soccer (MLS)

On May 20, 2025, Continental Tire and Major League Soccer (MLS) announced the extension of their longstanding partnership, solidifying the brand’s role as the official tire supplier of the league. This renewal highlights Continental Tire’s ongoing commitment to soccer and its vibrant fanbase, reaffirming its dedication to the sport in North America.

Today @MLS announced a partnership renewal with @continentaltire, one of the league’s longest-standing partners. As part of this agreement, Continental Tire will assume its role as presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV. pic.twitter.com/OI71Kl9Zog
— MLS Communications (@MLS_PR) May 20, 2025

Marketing Activations and Initiatives

As part of this renewed partnership, Continental Tire will serve as the presenting sponsor of Sunday Night Soccer on MLS Season Pass on Apple TV. This premium platform will offer fans a top-tier viewing experience for the league’s most highly anticipated matchups. The 2025 season will feature enhanced production values, bilingual studio programming, and engaging pre- and post-game coverage, designed to immerse fans in the matchday experience like never before.

In addition, Continental will continue to maintain relationships with all 30 MLS clubs, including new entrants like San Diego FC. The partnership allows for extensive activations across each market, bringing fans unique, hyper-local experiences that emphasize club identity, community pride, and a deeper connection with the sport.

Strengthening the Brand’s Presence

Brian Beierwaltes, Head of Marketing at Continental Tire, expressed enthusiasm for the extended partnership, saying, “We’ve been proud partners with MLS for over 15 years, and this renewal goes beyond sponsorship. It’s about reinforcing our belief in the league’s future and the loyal fans who support it. We’re committed to enhancing the fan experience and strengthening the ties between our brand and soccer enthusiasts across North America.”

Continental Tire’s integrated marketing strategy continues to expand, with brand visibility across broadcast, digital content, video, and in-stadium exposure. The partnership includes significant on-site activations at major MLS events such as MLS Cup and MLS All-Star Week, ensuring that Continental Tire maintains a visible presence during pivotal moments of the soccer calendar.

Long-Term Commitment to Soccer

MLS’ Executive Vice President of Partnership Marketing, Jen Cramer, remarked, “Continental Tire’s partnership is more than just a sponsorship—it’s a shared commitment to growing the game and engaging the fans who drive its success. Their ongoing dedication to creating meaningful experiences for supporters at both local and national levels makes them a true MLS partner.”

Since the partnership’s inception in 2010, Continental Tire has seen substantial growth alongside MLS, which has expanded to include 16 new teams and 15 soccer-specific stadiums. The tire company’s marketing efforts have helped foster strong brand affinity, including the distribution of over 300,000 MLS scarves, becoming a symbol of the league’s passionate fanbase.

Expanding Soccer’s Reach in North America

This announcement comes as MLS celebrates its 30th season and its third year of MLS Season Pass on Apple TV. Additionally, the U.S. prepares to host key events like the Concacaf Gold Cup and FIFA Club World Cup in 2025, with the FIFA World Cup set for 2026 in the U.S., Canada, and Mexico.

The extended partnership between Continental Tire and MLS demonstrates both parties’ commitment to the continued growth of soccer in North America, with a strong focus on fan engagement and regional activations.

Stay updated with the latest sponsorship news. Follow SponsorsGo on social media: