MLS signs up Continental as Sunday Night Soccer sponsor in multi-year extension

Tyre manufacturer, Continental, has  announced its role as the title sponsor of Major League Soccer’s (MLS) premier Sunday Night Soccer broadcast, marking a significant extension of its longstanding partnership with the league.

Having partnered with MLS since 2010, Continental has witnessed the league’s remarkable expansion in size and prominence over the last 15 years, establishing it as a core element of the company’s US sports portfolio. This renewal underscores MLS’s notable growth and ambitious outlook.

Moreover, the new collaboration with Sunday Night Soccer reinforces MLS’s strategic decision to introduce a flagship timeslot, complemented by traditional broadcast agreements in key global markets that broaden the game’s reach beyond the MLS Season Pass on Apple TV.

Commenting on the partnership, MLS executive vice president of partnership marketing, Jen Cramer, said: “Continental Tire has been a pivotal part of soccer in the US for many years, and as one of our longest-standing partners, we’re thrilled to deepen our relationship built on shared values and ambitions.”

“Together, we’ve driven growth for the league and the sport itself. This partnership is especially meaningful due to Continental Tire’s unwavering commitment, not just to the game but to the fans who drive it.

“They consistently deliver impactful experiences to MLS fans both locally and nationally while enhancing MLS’s profile on the global scene,” Cramer said.

Head of marketing US PLT at Continental Tire, Brian Beierwaltes, added: “We have proudly partnered with MLS for over 15 years, and this renewal signifies more than just an extension of our sponsorship; it represents our strong belief in the league’s future and its passionate fans.”

“Soccer, especially MLS, is central to our US sports strategy, and we are dedicated to supporting both players on the pitch and fans in the stands.

“We are honored to be part of the MLS family and look forward to creating unforgettable experiences that connect fans even more closely to the game,” Beierwaltes said.

Contract Highlights:

• Continental has secured a multi-year extension to its partnership and will continue as the ‘official tyre’ of MLS.
• The agreement ensures extensive exposure through broadcasts, digital platforms, and in-stadium activations.
• The deal encompasses on-site activities at major MLS events, including the MLS All-Star Game and the MLS Cup.
• Continental will maintain relationships with all 30 MLS clubs, facilitating a range of local and widespread activations.

The next Sunday Night Soccer match features Atlanta United taking on Cincinnati FC.

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