United States: Continental (tyres) extends its partnership with Major League Soccer

German tyre brand Continental is to continue as an official partner of Major League Soccer under a "multi-year" agreement beyond 2025, announced the North American league on 20/05/2025.

The German group has been involved with MLS since 2010, making it "one of the league’s longest-standing partners," according to the league. As part of this renewed agreement, Continental will become the presenting partner of the Sunday Night Soccer programme, which is available via the MLS Season Pass on Apple TV. The group will also deploy activations at events organised by MLS (including the MLS Cup).

As an official partner of the North American league, Continental is also committed to its 30 franchises and offers targeted "activations in every market throughout the season, delivering hyper-local experiences that celebrate club identity, fuel community pride, and deepen fan connection," said MLS.

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