Continental Tires: "Football provides notoriety and cycling highlights our products" (A. Eymard)

" The change in the sponsorship strategy of Continental was made with a switch from football, with investment, logically, for the grand notoriety (football provides), towards cycling which makes it more possible to highlight our products," stated Adrien Eymard, marketing director of Continental Tires, to News Tank Football on 05/10/2019.

"To fully understand, it is necessary to return to 2017, a year without sporting sponsorship for Continental in Europe, following the end of our agreement with UEFA at the end of the Euro 2016. Each country could then carry a new project to work on visibility, consideration and branding.France has taken the cycling project to the international level because the link with the product was stronger. The concept of tire-specific ground contact is emphasized in cycling, both on two wheels and also on four wheels for the entire advertising caravan and follower vehicles," added the director who is also responsible for communication in France.

"The main global partnerships we have in football, in the United States (MLS), in Africa (AFCON via the CAF) and…