Football sponsorship activities boost brand awareness, Conti says

ERJ staff report (LMH)

Hanover, Germany – Continental says its links with two major sporting events have helped boost the company’s image and provide sales benefits for dealers.

Continental sponsored what it called "Germany’s biggest sporting event of the year", the 2013 DFB Final on 1 June in Berlin, as well as the 2013 Confederations Cup final on 30 June in Rio de Janeiro, Brazil.

Through its deal with the German football Association DFB, Conti has benefited from pitch-side advertising space and a substantial TV presence, which the company says helps consumers experience the brand as part of an emotionally charged sporting event.

”As by far the world’s most popular sport, professional football has proved an outstanding central communications platform for us,” commented Nikolai Setzer, head of Conti’s tire division. “Since 1995, we have recorded a steady increase in brand awareness for our premium Continental brand and have fired up the brand image with the powerful emotions from football stadiums around the world.”

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News release from Continental