Longstanding League Partner Inks Renewed Deal – Furthering its Commitment to Soccer and Elevating MLS as Cornerstone of Continental’s U.S. Sports Portfolio
NEW YORK (May 20, 2025) - Continental Tire and Major League Soccer (MLS) announced today a multi-year extension of their partnership, maintaining the brand’s status as the official tire of the league. As one of the league’s longest-standing partners, this renewed commitment underscores Continental’s dedication to the sport and its passionate fanbase.
Through this renewed agreement, Continental Tire will assume its role as presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV—a premium viewing destination and marquee showcase for the league’s most anticipated matchups. For the 2025 season, the series features elevated production, bilingual studio programming, and immersive pre- and post-game coverage that brings fans deeper into the matchday experience.
In addition, as a global partner, Continental maintains relationships with all 30 MLS clubs — Including new entrants like San Diego FC — giving the brand a rare, full-league footprint. This access enables activations in every market throughout the season, delivering hyper-local experiences that celebrate club identity, fuel community pride, and deepen fan connection.
“We’ve been proud partners with MLS for over 15 years, and this renewal is about more than extending a sponsorship—it’s about doubling down on our belief in the league’s trajectory and its fans,” said Brian Beierwaltes, Head of Marketing US PLT, Continental Tire. “Soccer—and MLS in particular—is at the heart of our U.S. sports strategy and Continental Tire will continue to be there with the players on the field and the fans in the stands. We are honored to be part of the MLS family and we’re excited to continue creating memorable experiences that bring fans closer to the game.”
One of MLS’ longest-tenured partners, Continental Tire’s multi-layered approach includes strategic brand integration across broadcast, digital, video, content, and in-stadium exposure. The partnership also features on-site activation at major MLS events, including MLS Cup presented by Audi and MLS All-Star Week. MLS’ partnership with Continental Tire, which began in 2010, will continue to forge a deeper connection with soccer’s young and engaged fan base by creating unique experiences and offerings. With MLS supporters and fans at the core of all activations, Continental Tire has become an authentic part of the gameday experience.
“Continental Tire has been synonymous with soccer for years, and as one of our longest-standing partners, we’re proud to continue building on a relationship rooted in shared values and ambition. Together, we’ve helped grow the league and the sport,” said Jen Cramer, MLS Executive Vice President of Partnership Marketing. “What makes this partnership truly special is Continental Tire’s ongoing commitment—not just to the game, but to the fans who fuel it. Continental continues to deliver meaningful experiences to MLS fans at the local and national level while also helping elevate MLS on the global stage.”
Since the partnership began in 2010, Continental Tire has experienced tremendous growth alongside MLS who since then has welcomed 16 new expansion clubs and the development of 15 soccer specific stadiums. With a key focus on driving brand affinity, the partnership has allowed Continental Tire to distribute over 300k of the famed scarves that have become synonymous with MLS fandom. To meet fans where they are, Continental has launched nationwide campaigns that spotlight local artists, celebrate club traditions, and tap into hometown pride.
The announcement between Continental Tire and MLS arrives during a period of great momentum behind the sport of soccer in North America. As the 30th season of MLS is underway which also marks league’s third season of MLS Season Pass on Apple TV, the U.S. is also preparing to host the Concacaf Gold Cup and FIFA Club World Cup taking place in 2025, as well as the FIFA World Cup across the U.S., Canada and Mexico in 2026.
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ABOUT MAJOR LEAGUE SOCCER
Headquartered in New York City, Major League Soccer -- celebrating its 30th season in 2025 -- features 30 clubs throughout the United States and Canada. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
ABOUT CONTINENTAL TIRE THE AMERICAS, LLC.
Based in Fort Mill, S.C., Continental Tire the Americas, LLC manufactures and distributes a complete premium line of passenger, light truck and commercial tires for original equipment and replacement markets. Our ultra-high, performance tires include award-winning technologies that focus on safety, help save money, and reduce CO2 emissions. Continental’s premium products are available at leading independent tire dealers, car dealers, online tire dealers and mass retail companies across North America. Continental Tire is a proud supporter of Alive at 25 (National Safety Council), AMG Driving Academy, BMW Car Club of America (BMWCCA), BMW Performance Driving Centers, , Gunther Werks, Lingenfelter Performance Engineering, Major League Soccer (MLS), Petty’s Garage, ROUSH Performance, Saleen Automotive, Toyota’s GR Cup, Universal Technical Institute, and the USF Pro Championships.
Media Contacts:
For Major League Soccer
Peter O’Brien
Peter.Obrien@MLSsoccer.com
For Continental Tire
Amanda Stack
amanda.stack@conti-na.com
