Major League Soccer (MLS) has announced a renewal of its partnership with Continental Tire, in a bid to continue to advance the growth of the league and the sport in North America.

In celebration of the tire company’s 150th anniversary, Continental Tire has promised to gift $150,000 to the fans of MLS in the club supporters groups.

Jennifer Cramer, Senior Vice President of Marketing of SUM and MLS, commented: “Continental Tire has been an extraordinary partner during the explosive growth of MLS and the sport of soccer in the U.S. and Canada over the last decade. 

“With their continued support of our League and teams and a new initiative to benefit club supporters groups, Continental Tire always takes extra steps to show their genuine dedication to our sport, fans and communities.”

The enterprise will continue to serve as the league’s official tire and as a partner of all 27 MLS Clubs. 

Originally formed in 2010, the collaboration looks to include ‘strategic brand integration’ across broadcast, digital, video, content and in-stadium exposure. 

The partnership also features on-site activation at major MLS events, including MLS Cup and MLS All-Star Week.

“We’ve been celebrating the culture of soccer in North America as a partner of Major League Soccer for over 10 years and we’re excited to continue the partnership once again,” said Travis Roffler, Director of Marketing for Continental Tire. 

“We have a deep understanding of the passion that drives this sport as Continental’s soccer roots began in the 1950’s with Hannover 96, a German professional soccer club.”

This year, Continental Tire has furthered its support of Kick Childhood Cancer, which is the League’s campaign to strengthen research efforts to find cures for childhood cancer.

The organisations look to continue to forge a ‘deeper connection’ with soccer’s young and engaged fan base by creating new experiences and offerings.

Roffler added: “As we celebrate Continental’s 150th anniversary this October, we look forward to bringing MLS fans along for the ride for more years to come.”

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