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Continental Tire is raising its profile in one of the fastest-growing sports segments, with the announcement of its official sponsorship of Major League Soccer (MLS). Under terms of the new agreement, Continental becomes the exclusive tire of MLS. The sponsorship is part of a multi-year deal with MLS which will commence at the beginning of the 2010 MLS season.

“Continental Tire has been a long-time sponsor of FIFA World Cup Soccer, so this new sponsorship supports that effort while at the same time raising our profile here in the U.S.,” said Matthias Schoenberg, CEO of Continental Tire the Americas. “Soccer is the world’s most-watched sport, and it is exploding in popularity here in the United States. We are very excited about this sponsorship; MLS will be a great way for Continental Tire to expose a broad audience to our products, including the new ExtremeContact line of ultra-high performance tires.”

Under the agreement, Continental also gains the right to use MLS League and team marks in its advertising and marketing materials. The sponsorship also provides for Continental Tire signage on all four corners of each stadium around the country, providing visibility at more than 240 games and nearly 300 television broadcasts during the season. Continental also receives 30-second commercial units in national television broadcasts, visibility in game programs, a prominent presence on the MLS website and VIP hospitality suites in select markets.

Read the full story at continentaltire.com.

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