Continental, which has paid around $10 million for the South Africa sponsorship, has been a World Cup partner since the 2006 tournament in Germany.
“As a central communications platform, pro soccer has been shown to be extremely useful in enhancing brand awareness in our core markets,” said Nikolai Setzer, Continental executive board member for passenger and light truck tyres.
Under the deal, Continental will use the World Cup in Brazil in marketing campaigns worldwide. It will also use its allocation of tickets and premium hospitality as a key aspect in its activation strategy.
