September 2007: Tire manufacturer sponsors football

Continental can use ticket contingent for promotional purposes

Hanover (pps): A tire manufacturer sponsors football: At first glance, that might seem to be contradictory, even bizarre. But Continental AG has been following this path consistently for twelve years now. The company, with a current workforce of some 89,000 and sales of €14.9 billion in 2006, was a sponsor of the UEFA Champions League from 1995 to 2000. In 2003, Continental was the official partner of the 2006 FIFA Word Cup in Germany; and now the Hanover-based company is an official sponsor of the UEFA European Football Championship next year in Austria and Switzerland.

Alexander Lührs, press spokesman for Passenger and Light Truck Tires at Continental, explains the company’s involvement: “In no other sport is it possible to draw so much attention with a good communication mix as in football. Even the sponsoring of motor sports races such as Formula 1 is not an alternative.” Continental also has the know-how for the development of standard tires with very high demands such as top speeds of up to 360 km/h.

And not only the team buses need tires – the fans do as well. When you take a closer look and think about it, there are some astounding parallels between football and tires. Lührs sums it up in the slogan: “It's all a question of technique!” Tires are, after all, just like football shoes, the only point of contact with the road and the pitch – and their quality and performance are major factors in safe and comfortable mobility.” But these are topics that will be presented in greater detail in the upcoming weeks and months in these reports, which will be published about every two weeks.

For football fans, Continental’s involvement has a pleasant side effect: As official sponsor of the UEFA EURO 2008TM, Continental has a considerable contingent of admission tickets for promotional purposes. Of course some of these ticket will be used for customer relations as well as for dealers and suppliers. But just as many of the tickets will be given away in various drawings, campaigns and at trade fairs such as the IAA in Frankfurt.

The football sponsorship is rounded off with an exclusive contract through 2008 with Germany’s goal keeper no. 2, Timo Hildebrand, who is the chief character in the TV commercial “Goalkeeper”. Now that Hildebrand plays in Valencia, Continental benefits from his international presence. It’s worth having a look at www.ContiSoccerWorld.de.

Direct inquiries to:

Alexander Lührs

Head of PR, Passenger/Light Truck Tires

Continental AG

Büttnerstraße 25 , 30165 Hanover, Germany

Phone: +49 (0) 511 938 2615

Fax: +49 (0) 511 938 2455

E-mail: alexander.luehrs@conti.de

Internet: www.conti-online.com

Image database at www.mediacenter.continental-corporation.com