Continental Tire Partnership Overview
Continental Tire, a prestigious brand, welcomed to the rEvolution roster in 2015, brought with it a portfolio of sponsorships and activations across racing, soccer and college basketball. Driven by the team in our Indianapolis office, rEvolution continues to lead Continental Tire to big wins and to ensure that authentic work is produced across all mediums, for fans of all sports. Continental Tire is a client with a diverse portfolio of interests which fully leverages rEvolution’s integrated model to achieve efficiencies and brand marketing objectives across the board.
As a longstanding MLS (Major League Soccer) and U.S. Soccer brand partner, as well as the front jersey sponsor for NWSL’s North Carolina Courage, Continental Tire has used the platform to drive awareness and sales among the soccer audience by becoming a staple brand in American soccer culture through quality TV commercials and branded content, strategic TV and digital media campaigns, impressive on-site game signage and fan activation, post-game coverage and exclusive MLS rights to the coolest soccer premium: the scarf.
U.S. Women’s National Team
rEvolution amplified Continental Tire’s longtime commitment to women’s soccer throughout the USWNT’s 2019 summer in France, with Alex Morgan’s and Tobin Heath’s commercials broadcasted throughout the tournament, ten Q&A digital pieces that dropped at the onset of the tournament and in-game hot tweets straight from the Continental horse’s mouth (mascot GIFs included).
Foregoing an official title sponsorship, the brand has relied on rEvolution for the past several seasons to strategically identify, negotiate and leverage key targeted opportunities with specific universities and tournaments that hold the most clout in the NCAA college basketball space. This season, Continental is partnering with 36 individual schools across six different conferences (ACC, Big East, Big Ten, Big 12, PAC-12 and SEC) as well as 19 tournament/event partnerships.
This 2019-20 college basketball season, Continental continues to build national brand awareness through entertaining commercial content hit home by 17 college basketball halftime dunk shows across the country, and all starring the fan-favorite Continental horse mascot.
Working with rEvolution has allowed us to successfully drive our business through a variety of our sports partnerships. We are excited to maximize these existing relationships, as well as identify new opportunities to broaden our presence in the sports and lifestyle marketplace.
Through 2018, Continental Tire was the official tire of the International Motor Sports Association (IMSA) sanctioned WeatherTech SportsCar Championship and the title partner of the Continental Tire SportsCar Challenge. With rEvolution’s help, the multi-year sponsorship successfully drove brand awareness through mobile activations and hospitality at races.
In 2015, rEvolution worked with Continental Tire to develop and produce a lifestyle-focused series of digital shorts, a first for the brand. Each of the five webisodes, hosted by Survivor finalist and TV personality Andrea Boehlke, featured a “day-in-the-life” narrative. The series was supported online by a targeted media plan from rEvolution’s in-house digital experts, optimizing each episode’s content to best drive additional viewership and engagement.
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