MLS and Continental Tire Extend Multi-Year Partnership.

Roger Hampel

Photo Credit: Major League Soccer (MLS)

Major League Soccer (MLS) and Continental Tire have confirmed a multi-year renewal of their long-standing partnership, first established in 2010. The agreement secures Continental’s position as the official tire partner of the league and further expands its commercial footprint across MLS’ growing domestic and international platforms.

The deal continues one of the longest-running commercial relationships in North American soccer, reflecting MLS’ increasing importance within major brand portfolios and Continental’s long-term investment in the U.S. sports landscape.

Full-League Integration and Media Presence MLS Continental

As part of the renewed agreement, Continental Tire will now serve as the presenting partner of Sunday Night Soccer on MLS Season Pass — Apple TV’s marquee showcase for top-tier matchups. The series, now in its third season, features bilingual production, advanced storytelling formats, and a growing global audience.

The new designation places Continental at the forefront of MLS’ primary digital broadcast platform, offering brand exposure through live match coverage, pre- and post-game programming, and studio integration.

In addition to its presence on Apple TV, Continental will maintain club-level relationships with all 30 MLS teams, including new expansion side San Diego FC, enabling activations across the entire U.S. and Canada.

Local Market Activation and Fan Engagement

Continental’s multi-layered activation strategy gives the brand a national footprint with local relevance. The agreement allows for integrated campaigns tailored to individual club identities, markets, and supporter cultures — a tactic increasingly employed by consumer brands aligning with sport for authenticity rather than reach alone.

Continental’s role includes visibility at major league events such as MLS All-Star Week and MLS Cup presented by Audi, along with digital content, in-stadium signage, and community-focused fan experiences.

The brand has also been known for its use of custom scarves, distributing over 300,000 units since 2010, positioning itself as a recognizable part of the gameday atmosphere across MLS stadiums.

Strategic Endorsement of League Growth

The partnership extension arrives at a pivotal moment for MLS and North American soccer more broadly. With the league entering its 30th season and the U.S. set to host the FIFA Club World Cup in 2025 and FIFA World Cup in 2026, the timing underlines brand confidence in the league’s trajectory.

From a business standpoint, Continental’s continued investment signals a belief in MLS’ potential to deliver sustained brand equity, especially among younger, diverse, and digitally engaged fan demographics.

According to both organizations, the relationship is anchored in shared values around growth, community engagement, and market innovation, positioning the partnership to evolve with the sport’s increasing visibility on both domestic and global stages.