Football has not just been an attractive environment for Continental since the signing of the FIFA partnership contract for the 2006 FIFA World CupTM. Between 1995 and 2000, Continental had already worked as a partner in an international competition and this experience was thoroughly positive. 

Although the company's commitment at that time was primarily limited to pitchside advertising and the presence this created in the stadium and on television, it succeeded in significantly increasing awareness of the Continental premium tyre brand in major European countries/markets. 

The much wider communications platform offered by the many activities relating to involvement as an Official Partner of the 2006 FIFA World Cup GermanyTM will clearly raise high expectations in terms of increased brand awareness and image. The event is after all taking place in the home country and location of the headquarters of the Continental Group, a company which can look back on over 130 years of history. For an evaluation of this global sport sponsoring commitment, please read the interview with Continentals FIFA sponsorship project manager Raf Claes which will give you an overview about the main issues.