Renewed Partnership between Major League Soccer and Continental Tire Emphasizes Commitment to Soccer

A Multi-Year Commitment to Soccer

On May 20, 2025, Continental Tire and Major League Soccer (MLS) officially announced the renewal of their long-standing partnership, extending their collaboration into the coming years. This agreement stands testament to the brand’s unwavering dedication to the sport and its enthusiastic fanbase. As the official tire of the league, Continental has been an essential partner since 2010, supporting soccer’s growing popularity in the U.S. and beyond.

Strengthening a Deep-rooted Relationship

Continental Tire's history with MLS spans over 15 years and has seen the league flourish, especially with the introduction of new teams, including the recent entry of San Diego FC. The renewal highlights the significance of their collaboration, which now encompasses all 30 clubs in the league, solidifying Continental’s presence across every market and enabling it to deliver localized experiences that resonate with soccer fans.

One of the most exciting aspects of this renewed partnership is Continental's role as the presenting partner of Sunday Night Soccer on MLS Season Pass, available on Apple TV. This platform features enhanced show production and immersive coverage, providing fans with a deeper connection to their favorite teams and players.

Driving Community Engagement

Through this partnership, Continental Tire aims not only to promote its brand but also to foster community pride and celebrate each club’s identity. The company will implement activations throughout the MLS season, which are designed to engage fans and enhance their overall matchday experience. By tapping into local traditions and showcasing club heritages, Continental aims to cultivate a stronger relationship with soccer’s dedicated supporters.

"We believe in the future of soccer in the U.S. and the passionate fans behind it," said Brian Beierwaltes, Head of Marketing US PLT at Continental Tire. "We are excited to continue this journey with MLS and create memorable experiences that draw fans closer to the game."

Elevating the Game-Day Experience

This continued partnership provides various platforms for strategic brand integration across multiple channels. Continental Tire can leverage broadcasts, digital content, and in-stadium activations to ensure visibility and relevance in the soccer community. Significant events, such as MLS Cup and the MLS All-Star Week, will be central to their collaborative efforts.

As MLS enters its 30th season in 2025, the timing of this announcement coincides perfectly with the anticipated progress of soccer in North America. The U.S. is gearing up to host not only the Concacaf Gold Cup but also the FIFA Club World Cup in 2025 and the FIFA World Cup in 2026. The excitement surrounding these events showcases the growth potential of soccer and its expanding fanbase in the region.

Looking Ahead

Since its inception in 2010, this partnership has played a pivotal role in the joint growth of Continental Tire and MLS. With a focus on brand affinity, Continental has handed out over 300,000 scarves—an essential item for passionate MLS fans—while launching nationwide campaigns that celebrate local artistry and club identities.

As soccer matches draw large crowds and engage diverse communities, the partnership with MLS serves as a powerful platform for Continental Tire to connect with consumers. By staying closely aligned with MLS and its evolving landscape, the company is set to enhance its brand presence and continue delivering exciting experiences tailored to fans’ needs.

In summary, the renewal of the partnership between Major League Soccer and Continental Tire not only emphasizes their joint commitment to soccer but also signals a promising future for the sport across North America. This collaboration reaffirms the importance of building community connections through sports and elevating fan experiences, ensuring that soccer remains a vital part of the cultural fabric in the region.