EVP Linden White discusses how longevity is the strategic advantage when it comes to any partnership.
Continental Tire recently announced a multi-year extension of its partnership with Major League Soccer—a milestone that will mark 20 years of collaboration between the global tire giant and the North American soccer league. As the brand looks ahead to deeper integration with MLS’s passionate fan base, EVP Linden White reflects on how long-term commitment has been key to unlocking innovation, authenticity, and impact for their coveted audience—a relationship now extended through 2030.
Over a 15-year partnership with Continental Tire, rEvolution has built trust, consistency, and the confidence to take creative risks together. We’ve had incredible successes—and yes, a few learning moments along the way—but that kind of collaboration only happens with time. And now, after all that time invested, there’s a true strategic advantage in the long-standing partnership. Our deep-rooted relationship enables us to deliver world-class work that drives meaningful brand and fan engagement, all for impact that resonates further. When a brand works with an agency fluent in the nuances of the sport and its culture, it shows up in ways that resonate. That kind of relevance ultimately creates awareness, affinity and drives business performance.
You see those same values come to life as Continental Tire enters its 16th year as an MLS partner—second only to adidas. Authentic programming, standout premiums, and memorable fan experiences are only possible when brands, agencies, and leagues commit for the long haul. The results speak for themselves. Continental Tire has launched nationwide campaigns that spotlight local artists, celebrate club traditions, and tap into hometown pride—with a key focus on driving brand affinity.
This longevity strengthens brand positioning, ensuring that messaging and activations resonate with fans and feel truly authentic. It allows for smarter planning, powered by years of data and insight, to continually refine and optimize brand performance. And it drives greater efficiency and innovation—not just between brand and agency, but across the entire league partnership. That kind of collaboration fosters agility, fresh thinking, and a shared commitment to building deeper fan engagement and loyalty.
Through a multi-layered approach that includes strategic brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activations, Continental Tire and rEvolution have maximized their MLS partnership to deliver returns that consistently exceed industry standards.
Long-term sponsorship strategy delivers results that short-term efforts simply can’t. And you can’t reach that level of impact without a partner just as invested as you are.
In short, it’s more than just showing up on match day.
