Continental tyres expands UEFA football partnership
Official Sponsor of 2014 FIFA World Cup in Brazil and UEFA EURO 2016 in France, tyre manufacturer Continental now boasts another football extensive rights deal until 2017. The new agreement significantly expands Continental’s UEFA rights portfolio.
This extends to promotional presence including touchline advertising through UEFA EURO 2016 European qualifiers in addition to 2018 FIFA World Cup European qualifiers for the 2018 FIFA World Cup in Russia. For the latter, Continental’s presence will also be visible on UEFA’s website.
Continental’s brand presence at other football matches includes significant rights at UEFA Under 21 Championship 2015 and 2017, UEFA Women’s EURO 2017, and UEFA Futsal EURO 2014 and 2016 tournaments.
Continental’s ongoing promotional presence at major football tournaments has been instrumental in raising international awareness around the brand. The tyre maker will over the next few years continue to strengthen emotional bond between brand and Europe’s best footballers as per Nikolai Setzer, Continental Executive Board Member responsible for the Tire Division.
Marketing Director UEFA Events S.A, Guy-Laurent Epstein is enthusiastic about Continental’s endorsement of UEFA’s newly centralised European Qualifiers platform. The partnership lets Continental forge a stronger presence across European national team football. The new advertising deals will see UEFA and Continental work through a 4 year cycle.
‘week of football’ will be instrumental to Continental’s increased TV presence across European Qualifiers through pitch-side advertising at away games for Holland, Italy, England, Portugal, Spain France, Russia,and Turkey, and home and away games for Croatia, Bosnia-Herzegovina, Czech Republic, Serbia, Slovakia, Hungary, Finland, and Slovenia.