Continental Tire and Major League Soccer (MLS) have announced a multi-year extension of their partnership. This renewal will see Continental continuing as the league’s official tire sponsor.
Under the renewed agreement, Continental Tire continues as the presenting partner of Sunday Night Soccer on MLS Season Pass on Apple TV. The 2025 season will introduce enhanced production elements. MLS will deliver bilingual studio programming and immersive pre- and post-game coverage to fans across North America.
Continental Tire MLS Partnership Expands to All 30 Clubs
Continental Tire now maintains relationships with all 30 MLS clubs, including new expansion team San Diego FC. This widespread presence allows Continental to activate the brand in every league market throughout the season.
Leadership Highlights Strategic Alignment and Shared Goals
“We’ve been proud partners with MLS for over 15 years. 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 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.”
“Continental Tire has been synonymous with soccer for years. 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.”
Partnership Builds Momentum Ahead of Major Tournaments
Since launching the Continental Tire and MLS partnership in 2010, both organizations have grown significantly. MLS added 16 expansion clubs and built 15 soccer-specific stadiums during that time. Continental has distributed over 300,000 MLS scarves to fans as part of its engagement strategy.
As MLS celebrates its 30th season, the U.S. prepares to host several global events. These include the 2025 Concacaf Gold Cup, the FIFA Club World Cup, and the 2026 FIFA World Cup across the U.S., Canada, and Mexico.
