Continental Tire to Continue as Official Tire of Major League Soccer and U.S. Soccer

Continental Tire to Continue as Official Tire of Major League Soccer and U.S. Soccer

03Mar 2017
  • Continental Tire named Official Tire of every MLS team.
  • Multi-year agreement makes Continental Tire one of the longest tenured MLS partners.


Fort Mill, SC and New York, NY – March 3, 2017. Today, Continental Tire announced that they have extended their agreement with Soccer United Marketing (SUM), Major League Soccer’s (MLS) commercial arm, to continue as an official partner and the official tire of MLS in the United States and Canada. In addition, Continental Tire will continue as an official partner and official tire of U.S. Soccer. The extension also gives Continental official sponsor and partner designation and names Continental Tire as the official tire partner of all 22 MLS clubs. The partnership further establishes Continental Tire’s commitment to the sport of soccer and its passionate fans. The multi-year agreement with MLS extends Continental Tire’s relationship with the League, which begin in 2010, making Continental Tire one of the longest tenured MLS partners.


“Continental Tire is proud to extend our relationship with MLS and U.S. Soccer,” said Travis Roffler, director of marketing for Continental Tire. “The enthusiasm for soccer in the U.S. continues to grow and we’re excited to be a part it. Our partnership has produced exceptional results so far and we look forward to continuing our commitment to the great sport of soccer and the loyal fans by helping to enhance the fans experience across multiple platforms in innovative ways.”


Continental Tire will also continue its partnership with U.S. Soccer, which will see Continental Tire continue as the official sponsor and the official tire of the U.S. Men’s, Women’s and Youth National Teams. The multi-year partnership will provide Continental Tire with the opportunity to support the U.S. National Teams through the 2018 FIFA World Cup, the 2019 FIFA Women’s World Cup, and a wide variety of games and tournaments at every age level.


“We are incredibly excited to extend our partnership with Continental Tire,” said Jennifer Cramer, vice president of partnership marketing for MLS/SUM. “They have been an engaged partner since 2010 and have helped grow the sport of soccer with integrated marketing programs and groundbreaking activations around MLS and U.S. Soccer. We look forward to driving an even deeper connection with our fans and building upon the success of the partnership.”


Continental Tire’s partnership with MLS is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key MLS Events, including the MLS All-Star Game presented by Target and MLS Cup, Major League Soccer’s championship game.


Continental Tire will introduce an array of new content in 2017 including the debut of two new TV spots featuring soccer-legend, Alexi Lalas. Titled “Uninterrupted” and “Supporters”, these spots reflect the passion that Continental and the fans share for the beautiful game and will roll out as part of MLS’ Opening Weekend.


In conjunction with The Original Winger, Continental will also release a 10-part video series focusing on players and what they do off the pitch. “Predictions” and “Welcome to MLS” can be seen now across multiple social media channels. With more content to come, 2017 is certain to be a great year for Continental Tire, MLS and U.S. Soccer so stay tuned!


To find out what Continental Tire is doing in MLS and with U.S. Soccer, please follow us on Twitter, @continentaltire, like us on Facebook,, and visit us at           






About Continental Tire the Americas

Based in Fort Mill, S.C., Continental Tire the Americas, LLC manufactures and distributes a complete premium line of passenger, light truck and commercial tires for original equipment and replacement markets. Our ultra-high, performance tires include award-winning technologies that focus on safety, help save money, and reduce CO2 emissions. Continental’s premium products are available at leading independent tire dealers, car dealers, and mass retail companies across North America. Continental Tire is a proud supporter of IMSA, Major League Soccer (MLS), College Basketball, West Coast Customs, Lingenfelter Performance Engineering, Roush Performance, and Petty’s Garage. For more information visit,


About Continental AG

Continental develops intelligent technologies for transporting people and their goods. As a reliable partner, the international automotive supplier, tire manufacturer, and industrial partner provides sustainable, safe, comfortable, individual, and affordable solutions. In 2016, the corporation generated preliminary sales of €40.5 billion with its five divisions, Chassis & Safety, Interior, Powertrain, Tire, and ContiTech. Continental currently employs more than 220,000 people in 56 countries.


About Major League Soccer

Headquartered in New York City, Major League Soccer features 22 clubs throughout the United States and Canada. For more information about MLS, visit

About U.S. Soccer

Founded in 1913, U.S. Soccer is the non-for-profit, governing body of soccer in the United States and has helped chart the course for the game for more than 100 years. During this time, the Federation’s mission statement has been clear and simple: to make soccer, in all its forms, a pre-eminent sport in the United States and to continue the development of soccer at all recreational and competitive levels. To that end, the sport’s development and growth in the United States during the past 25 years has been nothing short of remarkable as U.S. Soccer’s National Teams have continually succeeded on the world stage and, with the assistance of its members, the fan support and participation in the game continues to reach new heights. For more information, visit