Under terms of the new agreement, Continental becomes the official tire of MLS. The partnership 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 newExtremeContact line of ultra-high performance tires."