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Germany: Continental sponsoring national men’s football team

Author: Stephen Goodchild Comments: 0
Mirco Brodthage (Continental), Dr Holger Blask (DFB), Ralf Hoffmann (Continental), Oliver Bierhoff (DFB) Photo: Continental

When Continental wrapped up two decades of top-level football sponsorship following the UEFA EURO 2016 event its Tire division claimed to have “achieved the brand recognition targets we had set for the communication platform that football provided.” Yet the tyre maker never lost its love for the beautiful game, and from 1 January 2023 will add the men’s team in its homeland to its sponsorship trophy cabinet.

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