Conti furthers its football sponsorship

Continental AG has added another championship to its football protfolio. In addition to its global sponsorship of the 2010 FIFA World Cup in South Africa and 2014 event in Brazil, the tyre maker has become a 'premium' sponsor of the DFB (German Football Association) Cup in its home market.

The package is for two years and guarantees Continental not only a television presence through brand advertising and other publicity vehicles in the stadiums where all 63 cup games will be held throughout Germany, but also a significant contingent of tickets that can be used for publicity purposes. Futhermore, Continental has signed an additional contract with DBF, under which it has purchased the rights to use the DBF brand for publicity purposes.

"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, exapand it further regionally too as the central communication platform, and take a futher step towards clearly positioning the premium brand Continental with a focus on safety and braking performance," explained Timo Robbel, who is responsible for sports sponsorship at Continental in its German-speaking markets.