Dated: 26 May 2010
Conti Expands Football Sponsorship
Yet another football event is set to be sponsored by Continental AG. The tyre manufacturer already has deals put in place to sponsor the 2010 FIFA World Cup in South Africa and the 2014 World Cup in Brazil, as well as a host of other tournaments across the planet. Now news has broken that the German tyre makers have become the main sponsor of the DFB (German Football Association) Cup.
The man responsible for sports sponsorship at Continental (within the Germanic markets) is Timo Röbbel who was quoted as saying, "With this sponsorship, we are building a bridge in the German-speaking countries between the 2010 FIFA World Cup in South Africa and the qualification matches for the 2014 FIFA World Cup in Brazil, which are going to be getting underway in 2012.
“In doing so, we wish to put our commitment to pro football on a broader base, expand it further regionally too as the central communication platform, and take a further step towards clearly positioning the premium brand Continental with a focus on safety and braking performance.
"It is particularly important for us to involve our business customers in this activation process as intensively as possible. The nationwide series of matches in the DFB Cup will provide us with a very wide range of new opportunities for targeting customer loyalty and improving our local presence.”
Continental has been sponsoring football events since 1995 and earlier this year the company announced that they had signed a contract to sponsor the USA’s major league ‘soccer’ - a first for the tyre manufacturer. With all these new deals the tyre makers look set on carrying on with their “consistent and single-minded global strategy” which sees them using football and football events as a way of communication.