Continental Tire becomes presenting sponsor of Sunday Night Soccer on MLS Season Pass on Apple TV
Major League Soccer and Continental Tire have officially renewed their multi-year partnership, reaffirming one of the league’s longest runnung commercial relationship and solidifying soccer’s place at the core of Continental’s U.S. sports marketing strategy.
As part of the new agreement, Continental Tire will now serbe as the presenting partner on Sunday Night Soccer on MLS Season Pass on Apple TV.
The series, a showcase for high profile matches during the 2025 MLS soccer season features bilingual studio programming along with immersive pre and post game content—all designed to deepen fan engagement in an ever increasing digital era. 
Quick Facts: Continental Tire x MLS Partnership
- Official Tire of Major League Soccer since 2010
- Presenting Partner of Sunday Night Soccer on MLS Season Pass
- On-site presence at MLS Cup, All-Star Week & more
- Over 300,000 co-branded scarves distributed
- Integrated across broadcast, digital, and in-stadium platforms
Continental Tire Doubles Down on MLS
“We’ve been proud partners with MLS for over 15years, and this renewal is about more than extending a sponsorship — it’s about doubling down on our belief in the league’s growth and its fans,” said Brian Beierwaltes, head of Marketing, Continental Tire U.S..
“Soccer— and MLS in particular — is at the heart of our U.S. sports strategy.
A Legacy of Engagement: From Scarves to Stadiums
Continental Tire first joined the MLS sponsor roster in 2010, and has grown its presence as the league itself expanded … welcoming 16 new clubs and seeing 15 soccer specific stadiums open since then.
The partnership has been noted for its fan-first actications, including the distribution of over 300,000 co-branded scarves, on-site presence at the MLS Cup presented by Audi, and MLS All-Stars Week events.
wtih an eye of digital and in-stadium integration, Contiental has executed nationwide campaigns celebrating club culture, local artistry. and hometown pride. These efforts have helped the brand connect authentically with soccer’s young and passionate fanbase.
“Continental Tire has been synonymous with MLS matchday culture.
Jen Cramer, MLS Executive Vice President of Partnership Marketing.
“The have helped elevate the gameday experience for fans across the league. This renewed committment reflects shared values and a unified vision for the future of soccer in North Ameria,” said Jen Cramer, MLS Executive Vice President of Partnership Marketing.
A Timely Renewal as Soccer Surges in North America
The renewal comes at a pivotal moment as soccer continues to gain momentum across the USA. The 2025 MLS soccer season marks the leaguues 30th birthday and is a huge milestone in our country.
With this strategic alignment, Continental Tire remains deeply embedded in the leagu’s growth, positioning itself at the center of soccer’s expanding footprint and influence across gender and generation.
Source: Press release
