Market Watch: MLS extends sponsorship deal with Continental Tire

Major League Soccer has signed a multi-year deal with Continental Tire, renewing one of its oldest sponsorship agreements.

Continental Tire, which has been one of American soccer's most visible sponsors, began with MLS in 2010. The new agreement was announced on Thursday, a day before Continental Tire celebrates its 150 anniversary.

Continental will continue to serve as MLS's official tire and as an official partner of all MLS clubs. To commemorate 150 years, it will give $150,000 to MLS club supporters groups.

Travis Roffler, Continental Tire's director of marketing, on the new deal:
“We’ve been celebrating the culture of soccer in North America as a partner of Major League Soccer for over 10 years and we’re excited to continue the partnership once again. We have a deep understanding of the passion that drives this sport as Continental’s soccer roots began in the 1950’s with Hannover 96, a German professional soccer club. As we celebrate Continental’s 150th anniversary this October, we look forward to bringing MLS fans along for the ride for more years to come.”
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