Continental became the fifth company to join the World Cup sponsorship club with six to eight members by 2010, continuing a partnership started back in January 2003. The agreement was announced earlier this week by FIFA President Joseph S. Blatter and Dr Alan Hipp, a member of the Executive Board of Continental AG, at a symbolic signing ceremony at the FIFA House in Zurich.

The carmaker, an official partner at the 2006 FIFA World Cup, is thus continuing its exclusive global marketing rights to tires and run-flat systems for the 2009 FIFA Confederations Cup and the 2010 FIFA World Cup, both of which will be held in South Africa. In addition, Continental has the opportunity to extend his contract until the 2014 FIFA World Cup in Brazil.

“This major sponsorship deal continues the strategy we have been following since 1995 for our Continental premium tire brand, and continues to focus on football as a central communication platform to raise brand awareness in our core markets over the next three years,” Continental explained. `s. a member of the executive board is Dr. Alan Hippie, who is in charge of separating tires for passengers and light trucks.

“It’s great to be able to welcome Continental back into the World Cup sponsorship family. Continental has been an active supporter of the game of football for many years. It is a great advantage for everyone involved in the event to have on board such prestigious global partners, which emphasizes the confidence of leading companies with blue chips in the first African World Cup. We look forward to close and fruitful relations on our joint path to the 2010 FIFA World Cup, ”said the FIFA President.

Strong ties in South Africa

Continental has strong links in South Africa, with a tire factory at the World Cup venue in Nelson Mandela Bay / Port Elizabeth, where 1,600 employees produced 2.6 million tires in 2007.

“We are delighted with this agreement and, in particular, with the fact that another global company, Continental, has trusted South Africa’s ability to host the 2010 FIFA World Cup and will help us develop the passion and excitement we feel in taking the world’s leading football. tournament, ”commented Danny Jordan, Director General of the 2010 Local Organizing Committee.

Continental will use the rights to link product communication with sponsorship. In addition, he again gained a significant contingent of tickets and premium hospitality, which became an important cornerstone in the activation strategy.

Continental AG’s passenger car and light truck division is already working on communication ideas for the Continental premium brand for the 2010 FIFA World Cup and will start implementing them after EURO 2008.

In the run-up to 2010, Continental plans to hold a number of ticket promotions that will allow both business customers and end customers to enjoy the games. The Continental website contains detailed information on all its companies before EURO 2008 and all other football events.

Commercial hierarchy

FIFA’s commercial hierarchy includes six FIFA partners, six to eight World Cup sponsors and six national supporters. The six members of FIFA’s partner category are adidas, Coca-Cola, Emirates Airline, Hyundai, Sony and Visa. Only three places remained as sponsors of the FIFA World Cup along with Anheuser-Busch, Continental, McDonalds, MTN and Satyam. FNB and Telkom have announced two of the six national slots for fans, and talks are under way to confirm the other four. The sixth sponsor of the World Cup is to be announced soon.

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