The cover hasn’t even come off the 2010 FIFA World Cup soccer tournament, and Continental AG has stepped up as the sponsor of the 2014 World Cup, slated for Brazil.
Continental served as the primary sponsor of the 2006 World Cup, and returns this summer as primary sponsor of the World Cup in South Africa.
“With preparation for activation of our sponsoring of the 2010 FIFA World Cup in South Africa going ahead at full steam, we have already laid the ground for worldwide marketing communication in the next few years by renewing the FIFA partnership through 2014,” said Nikolai Setzer, head of Continental’s global passenger and light truck tires operations.
“Pro soccer has been shown to be extremely useful in enhancing brand awareness in our core markets and in contributing to a steady strengthening of our premium Continental brand’s market position. Being the effervescent soccer nation that it is and the host of the next FIFA World Cup, Brazil already, at this time, promises a unique enthusiast.”