NEW YORK: Continental Tire and Major League Soccer (MLS) have announced 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, a media release said.
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.”
