Beginning in 2014, Continental Tire entered a multi-year college basketball partnership with select universities across the US. The partnership named Continental Tire as the Official Partner of Basketball for schools in seven high-profile conferences and includes courtside LED signage at each home game, in-stadium activation, and a targeted TV package.
The partnership includes the following International Management Group (IMG) property schools: University of Arizona, University of Arkansas, Baylor University, University of Connecticut, Duke University, University of Florida, Florida State University, Georgia Institute of Technology, University of Kansas, University of Michigan, University of Nebraska, University of Oregon, University of South Carolina, Syracuse University, University of Arkansas and the University of Texas. Learfield property schools include: Butler University, University of Colorado, Indiana University, University of Louisville, University of Missouri, University of North Carolina, University of Oklahoma, Learfield University, Rupp Arena, Seton Hall University, and the University of Wisconsin. FOX Sports College Properties includes: Georgetown University, Michigan State University, University of Southern California and Villanova University. Outfront Media Sports property schools include: University of Virginia.