Brazil: Continental (tyres) becomes a title sponsor of the 2018 Brazilian Cup

The German tyre manufacturer Continental has become a title sponsor of the 2018 Brazilian Cup, announced the CBF on 08/01/2016. The agreement was negotiated by the agency Traffic Sports.

The competition now bears the official name "Copa Continental do Brasil". The German company replaces the food brand Sadia, specialising in fresh and frozen meat products, which was the title sponsor of the Brazilian Cup until 2015. The CBF chose Continental as a major partner despite being partnered with the brand's French competitor Michelin for the rights of its national teams.

"We did a test last year when we became a partner of the Brazilian Cup from the quarter-final stage. This year, we decided to buy the naming rights. The Brazilian Cup is part of the brand's strategy to move from global sponsorship to a regional level," explained Renato Sarzano, general manager of Continental Tires Mercosur (South American free trade zone). The German group was a partner of the 2014 World Cup in Brazil and will be a sponsor of Euro 2016 in France.

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