The AFL has announced a new partnership with Continental Tyres ahead of the start of the 2021 Toyota AFL Premiership season.

As part of the deal, Continental Tyres will become the exclusive naming rights partner of the AFL Trade Period, the official sponsor of the AFL Runners, and will be featured across AFL Trade Radio and social media, with the company’s logo to feature on the back of AFL Runners shirts.

AFL executive general manager of customer and commercial, Kylie Rogers, said the partnership is welcome just before the start of the 2021 season.

“We’re thrilled to be partnering with Continental Tyres for the 2021 Toyota AFL Premiership season and welcome them on board as the exclusive naming rights partner of AFL Trade Period and AFL Runners,” Rogers said.

“Both the AFL and Continental Tyres share a rich history which spans for more than a century, and we couldn’t be prouder to team up with the global leaders in tyre safety ahead of the 2021 season,” she said.

Continental Tyres managing director, Mitchell Golledge, said to celebrate the partnership, Continental Tyres will launch the free Continental Tyres Drive-In Footy event for the opening round one match between Carlton and Richmond on Thursday.

“We’re excited to be partnering with the AFL in season 2021 and couldn’t think of a better way to celebrate our new partnership than with the launch of the Continental Tyres Drive-In Footy event,” Golledge said.

“With many Victorians starved of live football last year, we hope this initiative can provide more football fans with the opportunity to get excited for the upcoming season, cheer on their teams and celebrate this great game in a unique experience,” he said.

The Drive-In event will take place at the Coburg drive-in theatre and will give fans free meat pies, giveaways, and live action from the MCG.

As part of the partnership, Richmond captain, Trent Cotchin, and Carlton co-captain, Patrick Cripps, have been named as official 2021 Continental Tyres ambassadors.