Tire manufacturer Continental has announced a multi-year renewal of its long-running partnership with North America’s Major League Soccer (MLS).
The extension maintains the brand’s status as the official tire of the league.
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Through the renewed agreement, Continental will assume its role as presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV.
In addition, as a global partner, Continental maintains relationships with all 30 MLS clubs, including new entrants like San Diego FC. This enables the brand to carry out activations in every market throughout the season.
Continental receives 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 and MLS All-Star Week.
The league’s partnership with Continental began in 2010.
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By GlobalDataJen Cramer, MLS executive vice president of partnership marketing, said: “Continental Tire has been synonymous with soccer for years. Together, we’ve helped grow the league and the sport.
“Continental continues to deliver meaningful experiences to MLS fans at the local and national level while also helping elevate MLS on the global stage.”
In terms of recent tie-ups, MLS last month renewed its multi-year partnership with short-form video platform TikTok.
The 2025 MLS regular season began in February and will conclude on October 18.
