Why does Continental get involved in sports in general and football in particular? In sports, as with vehicle safety, everything is "a question of technique." Whether it’s marketing or sponsoring, communications or social initiatives, Continental AG’s involvement in sports places emphasis on a long-term commitment to the pursuit in general and football in particular. From the UEFA Champions League 1995 – 2000, on through the FIFA Confederations Cup 2005 and 2006 FIFA World Cup Germany™, right down to FIFA World Cup 20010™ in South Africa, the Corporation’s long-term marketing strategy is to establish the Tires division as a recognized official sponsor of major events.

For years now the Corporation has also been active promoting long-term sports projects and programs for its employees and the general public. These include, notably, ContiTeamCup, the corporatewide football WM carried out in advance of 2006 FIFA World Cup Germany™ and 2010 FIFA World Cup South Africa™, ContiRunningDay, the ContiTrainingCamp and ContiSoccerWorld, a multilingual online games platform for football fans.