Major League Soccer (MLS) renews Continental Tire partnership

Major League Soccer (MLS) has announced a multi-year renewal of its partnership with Continental Tire, which will thus continue as the league’s Official Tire.

Additionally, the German global tyre manufacturer will also take up the role of Presenting Partner for Sunday Night Soccer on MLS Season Pass on Apple TV, while also having partnership agreements in place with all 30 MLS sides.

The partnership is set to feature several activations and fan experiences. MLS and Continental Tire have been partners since 2010.

On the Continental renewal, Jen Cramer, Executive Vice President of Partnership Marketing, MLS, said:

“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. 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.“

Brian Beierwaltes, Head of Marketing – US Passenger and Light Truck at Continental Tire, added:

“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. 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.“