In Austin, Continental Tire continued to bring its 15-year MLS partnership to life with an activation rooted in the energy of the game and the supporters who love it. The brand activated in market with a multi-day presence that reflected its long-term commitment to the sport, the league, and the supporters.
Kicking off MLS All-Star Week was “Soccer Celebration” at Auditorium Shores. Supporters picked up exclusive Continental Tire x MLS scarves designed by local Austin artist Nathan Walker and an oversized chain to personalize their look. A branded photo opportunity pulled it all together, giving attendees a moment to take with them and share.
“Experiencing the MLS All-Star Week in Austin was something truly unique.” said Casper Svanemose Head of Marketing Communications for Continental Tire US PLT, “The atmosphere was electric, the fan engagement was world-class, and the authentic scarves added a brilliant cultural touch.”
The momentum continued Wednesday night as all 20,738 stadium chairs were filled in Q2 Stadium to watch MLS All-Stars take on Liga MX All-Stars, with Continental Tire present every step of the way. Continental Tire hosted guests in a private suite providing VIPs with an on-field visit during pre-match warmups, premium gifting, and the chance to win a 2025 MLS All-Star match jersey.
As the league’s second longest-running brand relationships, Continental Tire’s 15-year partnership with MLS continues to grow. Since 2010, rEvolution has helped drive that journey through strategy, execution, and a focus on fan-first experiences.
Next stop: the remainder of the 2025 MLS Regular Season, MLS Cup Playoffs, and MLS Cup. Continental Tire will be there, meeting fans where sport and culture come together.
For more information on our work with continental tire, click here.
