Continental will further rely on football. The company with headquarters in Hanover will consequently continue its successful long-term marketing strategy for its premium tire brand Continental by the sponsorship of the 2014 FIFA World Cup™ in Brazil in the tires product category. The Continental Corporation is currently the fourth largest passenger tires manufacturer worldwide.

“Whereas the preparations for our activities during the 2010 FIFA World Cup™ are in full swing, we have already set the course for the worldwide marketing communication in the next few years by renewing our FIFA-partnership until 2014. For us, professional football is perfectly suited as central communication platform – since 2003, we have already considerably increased the brand awareness of our premium tire brand Continental. We want to continue this strategy in our core markets and, at the same time, strengthen the positioning of the premium tire brand Continental with special focus on safety.

As a glittering football nation and host of the next Football World Cup, Brazil is already now expected to become an exceptional festival of enthusiasm and passion and these attributes correspond perfectly to our products as well as technique, precision and teamwork”, explained Continental’s Executive Board Member Nikolai Setzer who is in charge of the Division Passenger Tires.

“We are convinced that we will be able to boost our brand awareness considerably by the help of the football sponsorship of the 2014 FIFA World Cup™, especially in the currently growing regions South America and Asia. As from this year, we may additionally use professional football in North America as communication platform by sponsoring the Major League Soccer. We want Continental to belong to the top premium brands in replacement business in the world’s most important markets and to integrate football sponsorship as intensely as possible in our business relationships”, Setzer continued.

Continental has acquired the rights to market sponsorship of the 2014 FIFA World Cup™ worldwide and will use this to link the whole marketing communication with sponsorship. In addition, Continental will once again offer a sizeable ticket contingent and premium hospitality which has become an important cornerstone in sponsorship activation. In autumn 2010, Continental’s Division Passenger Tires will develop a new marketing concept for the premium tire brand Continental for the time up to the 2014 FIFA World Cup™.

As exclusive tire partner of the project “Road to South Africa” (http://www.road-to-south-africa.de/), Continental further gives exclusive insights into culture, way of living and landscapes of more than 25 African countries by videos, pictures and reports from beginning of April until the World Cup’s opening game on 11 June 2010 in Johannesburg.

Photo Credit : FIFA
Source : Continental AG