The agreement comes on the back of Continental’s recently announced sponsorships of the German DFB Cup, the North American Major League Soccer, the 2010 FIFA World Cup in South Africa and the 2014 edition in Brazil.
“After achieving a further double victory and making it into the final match of the Champions League this past season, FC Bayern Munich now plays in televised Bundesliga action to a growing fan community in the millions inside and outside of Germany. This certainly includes viewers in growth markets we have targeted in Asia,” said Nikolai Setzer, member of the Executive Board and head of the passenger and light truck tyres division at Continental.
“The team’s numerous international appearances outside of regular competition further boost FC Bayern Munich’s very high degree of visibility in connection with our premium Continental brand,” he added.
The tyre manufacturer benefited from a long-standing corporate partnership between its parent company, the Schaeffler Group, and Bayern Munich to strike a deal with the German champions.
