Continental Tire announced that they have extended their agreement with Soccer United Marketing (SUM), ampoule Major League Soccer’s commercial arm, anabolics to continue as an official partner and the official tire of MLS in the United States and Canada, as well as announcing a new partnership with U.S. Soccer. 

The MLS partnership includes designation as the official tire of the MLS All-Star Game and MLS Cup, Major League Soccer’s championship game.  The multi-year sponsorship with MLS extendsContinental’s relationship with the league, which began in 2010. 

Continental Tire announced a new partnership with U.S. Soccer,  which will see Continental Tirebecome an official sponsor and the official tire of the U.S. Men’s, Women’s and Youth National Teams.  The multi-year partnership will provide Continental Tire with the opportunity to support the U.S. National Teams through the 2014 FIFA World Cup, the 2015 FIFA Women’s World Cup, the 2016 Olympic Games and a wide variety of games and tournaments at every age level. 

“We are proud to extend our relationship with MLS and expand our soccer program in North America to now include U.S. Soccer and our National Teams,” said Travis Roffler, director of marketing for Continental Tire.  “Our partnership with MLS has been very beneficial.  We have been able to expose our Continental brand and its array of high-quality, long-lasting tires to the passionate MLS audience. Soccer fans are like no other type of sports fan and we are pleased that they’ve been very receptive to our message. Our partnership has produced exceptional results by every measure.  By adding U.S. Soccer and the U.S. National Teams to our partnership, we will be able to speak to an even larger audience which is extremely positive for our brand. Continental Tire has a rich history in soccer globally and we’re thrilled to continue that tradition here in the U.S. with MLS and U.S. Soccer.” 

Under the agreement, Continental will retain the right to use MLS, MLS All-Star Game and MLS Cup marks in its advertising and marketing materials at a local and national level.  The sponsorship also includes in-stadium signage and activation rights at a specified amount of games.  Continental will also receive exposure on MLSsoccer.com, MLS’ website, and VIP hospitality suites in select markets. 

“In support of their overarching FIFA partnership, Continental Tire has realized tremendous success as a strategic partner of MLS since coming on board in 2010,” said David Wright, senior vice president for SUM.  “That success, coupled with Continental Tire’s desire to drive a deeper connection with our passionate fan base, has resulted in a long-term renewal that also includes the addition of U.S. Soccer. As is the case with all of our partners, there is a lot of excitement as brands start gearing up for the 2014 FIFA World Cup in Brazil, the 2015 Women’s FIFA World Cup in Canada, as well as the 2016 Olympics in Brazil.”

Reigning Stanley Cup Champions, purchase Los Angeles Kings has announced the signing of five Presenting Partners for the 2012-13 NHL Stanley Cup Playoffs including season long presenting partner McDonalds. 

Toyota, Verizon, Mercury Insurance and Travel Alberta all joined McDonalds to take a leading role during this year’s post season. The Kings are currently 2-1 down in their series against the St Louis Blues.

All five were season-long partners and will add to their playoff presence with this commitment.  Four of the five playoff presenting partners had similar post season involvement during the Kings’ 2011-12 championship run with Travel Alberta as the lone newcomer to the group. 

“Our partners, as well as our fans, are anxious to repeat the excitement of the 2012 postseason,” said Bill Pedigo, Senior Vice President.  “And these five partners are smartly looking to maximize their exposure and association with the team during this most visible time of the year.” 

Elements of the presenting partnerships include tags in Kings marketing efforts, increased in-arena exposure, logos on all in-arena giveaways, and a significant on-line presence.

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RockTape, cough the world’s strongest brand of kinesiology tape, has announced that it will be an official sponsor of the 2013 Reebok CrossFit Games, an annual fitness competition created and operated by CrossFit, Inc. where elite athletes compete for the title of Fittest on Earth and a piece of a US$1 million purse.

The CrossFit Games, now in their seventh year, will be held July 26-28 at The Home Depot Center in Carson, CA and broadcast worldwide on the ESPN network. RockTape will provide athletes competing in the Games with product to aid with event preparation and recovery.

Used by athletes worldwide, RockTape is applied to the weak or injured muscle and improves circulation, promoting healing and faster recovery; increasing performance. RockTape has helped professional athletes in a variety of sports outperform their injuries and surpass their goals.

“We’re proud to support the event and the amazing CrossFit Games athletes through our sponsorship this year,” says CEO of RockTape, Greg van den Dries. “Our goal is to help ease the physical and mental strain resulting from this incredibly grueling competition to the best of our ability. We know these elite athletes have trained all year to qualify for this unique competition and prove their fitness and we will be right there to support them.”

“This is the fourth year RockTape has provided products to CrossFit Games athletes and we’re excited to have RockTape support our search for the fittest man and woman on earth,” says General Manager of the CrossFit Games, Justin Bergh. “RockTape’s emphasis on sports performance makes them a natural fit as a sponsor for the CrossFit Games and we’re glad to have them on board.”

RockTape will also host a booth at CrossFit’s exhibitor village for spectators to sample and purchase products. For more information about the 2013 Reebok CrossFit Games, please visit games.crossfit.com.

English Super League team, discount Bradford Bulls have announced a new partnership with car retailers Halifax Volkswagen.

Locally based Halifax Volkswagen will be showcasing its cars at the Provident Stadium when Bradford take on Leeds Rhinos tonight.

Gavin Hogg, price brand manager at Halifax Volkswagen, ed said: “Bradford Bulls are one of the region’s most respected and best-loved brands – and therefore a perfect match for Halifax Volkswagen.

“Rugby League has an obvious synergy with our business as it is very much focused on team work and being a team player

“The sport has an unmistakable family feel which we are proud to be part of and we look forward to working with the club and the team on a number of initiatives and activities in the coming months.”

The sponsorship will enable Volkswagen to have a presence at Bradford Bulls home matches, increasing awareness of the Halifax dealership, as well as opportunities for joint promotions to customers. In return, Volkswagen will support Bulls marketing initiatives to increase supporter numbers on match days.

Omar Khan the Bradford Bulls Chairman said: “Forging professional relationships within the community is vital to the ongoing success of our team, so this sponsorship represents another welcome step forward for the club off the field.

“We are delighted to be working with another local company,  Halifax Volkswagen and believe this collaboration will give both parties a good opportunity to increase their brand profile across the region.”

Everton star Marouane Fellaini and Liverpool striker Daniel Sturridge have teamed up BT to help launch the British company’s new sports channels.

Fellaini, 25, and Sturridge, 23, will be rivals on the pitch for the Merseyside derby on Sunday but the duo are on the same team as BT Ambassadors and co-stars in TV ads for BT Sport.

Both players will also feature in BT Sport programmes as well as marketing and promotional materials for BT Sport, which are expected to roll out across various media outlets from May 6.

Fellaini, said: “It was great to film the adverts with some of the most successful players in the Premier League.

“It’s exciting to be involved with BT Sport and I am looking forward to contributing to the programmes next season. I hope that I can bring some real insight from a player’s point of view.”

Sturridge said: “These are exciting times for me. I feel that I have settled in well at Liverpool and next season I want to reach new levels on and off the pitch.

“I am looking forward to being involved in the BT Sport ads and giving the viewers some fresh insight into the game.”

BT Sport will show 38 exclusively live games from the Barclays Premier League for three years from August 2013, including 18 top picks.

Simon Green, head of BT Sport, said: “We are thrilled to have bridged the Merseyside divide and captured two stars, one from either side of Stanley Park.

“Both these guys are exactly the sort of young, distinctive talents we want to showcase.

Tottenham star and PFA Player of the Year Gareth Bale, plus Arsenal and England winger Alex Oxlade-Chamberlain have also signed up with BT in recent weeks.

Premier League top scorer Robin van Persie, of Manchester United, will also star in BT Sport’s TV adverts, adding to the telecoms giant’s rolecall of current Premier League stars who are helping to launch its new sports offering this summer.

The British Short Track Speed Skating team’s preparations for the 2014 Winter Olympics has received a boost after Reeves accountancy and financial services will be a new commercial sponsor.

Financial backing from the London based business, tax and wealth management company Reeves, provides a timely boost for the team as the build up to the Games next February in Sochi, Russia is getting underway now with pre season training.

GB Short Track performance director Stuart Horsepool said, “We are delighted to have a new sponsor in an Olympic year. The sport relies almost completely on UK Sport Lottery funding, so the addition of commercial sponsorship from a company like Reeves is invaluable to us when it comes to the detailed planning of Olympic preparations.

“The interest in the team from major corporations such as Reeves, and reputable charities like Right To Play, is a credit to our athletes and their performances last season. We had a great season and we are looking forward to the Olympic year.”
Highlights from last season included Elise Christie finishing the season ranked world number one in the 1000m and being the first British woman to win a medal the World Championships, a European bronze medal for Charlotte Gilmartin, a silver medal for junior Kathryn Thompson at the European Youth Winter Olympic Festival and the men’s relay team challenging for gold at the Olympic test event in Sochi.

Elise Christie said, “It’s great that Reeves want to support the team. Knowing that people believe in us enough to put money into the sport is a big confidence boost in itself.”

Fergus Ross, Marketing & Sales Director at Reeves said, “We hope that our backing and professional expertise in all matters business, tax and wealth will help the GB Short Track athletes as they train to compete on the global stage and at the very highest level next year in Sochi.

“We see the talent of the individuals in GB Short Track and their amazing teamwork and we are inspired. It is a privilege to be involved with such a dedicated group of people, not just the athletes but their support teams too. We are all only as strong as the teams around us; Reeves is delighted to be a part of that big British team.”

The Australian Olympic Committee (AOC) has extended its partnership with Qantas until 2016.

Under the partnership agreement, stomach Qantas will provide airline travel for the Australian Olympic Teams, buy competing at the Sochi Olympic Winter Games in 2014 and Rio Olympic Games in 2016.

“The Australian Olympic Team is delighted to continue our long and valued relationship with Qantas for the next 4 years as we head to the Sochi and Rio Olympic Games, allergy ” said AOC President John Coates, when the extension was announced at the AOC Annual General Meeting Cocktail Function on Friday night.

Alan Joyce, Qantas Chief Executive, said: “We’ve been strong supporters of the Australian Olympic Team for over 60 years because we believe in the values the Olympic Games represent. It’s an honour to carry the Team home after they have done our nation proud.

“Sponsoring the Australian Team is a natural fit for Qantas. When we fly around the world, we promote Australian culture, tourism and, most importantly, the Australian people.

“We’re extremely proud to continue as the Official Airline of the Australian Olympic Team as they head to Sochi in 2014 and onto Rio in 2016.”

Qantas will also be the Official Airline of our Australian Youth Olympic Team as they compete at the Nanjing Youth Olympic Games in 2014 and the Lillehammer Youth Olympic Winter Games in 2016.

Qantas has a long history of involvement with the Australian Olympic Team, carrying the Australian Team to compete at every overseas Olympic Games since the 1952 Games in Helsinki.