Soccer Business Bits: Continental Tire Goes Further & Galaxy Promotions

galaxySince 2010, fans of Major League Soccer have become very accustomed to advertisements for Continental Tire during telecasts of MLS matches on national networks.  There have been multiple reports that the North Carolina based company has re-signed a multi-year deal with MLS to remain as the league’s official sponsor in the tire category.  As part of the deal, Continental has also inked a multi-year deal with US Soccer.  Per SBJ, “Germany-based Continental Tire becomes one of seven companies with deals to sponsor both the USSF and the 2014 FIFA World Cup. The others are Anheuser-Busch, Visa, McDonald’s, Castrol, Yingli Solar, and Johnson & Johnson. Continental Tire has been a FIFA sponsor for the last two decades.”  SBJ also provides a quote from Travis Roffler of Continental Tire “We wanted to lock up soccer in the U.S. for an extended period of time.  It’s the fastest-growing sport in the U.S., and our expectations for the World Cup in Brazil next year are very high.”

The Los Angeles Dodgers and Los Angeles Galaxy are cross promoting, with the Dodgers hosting a Galaxy night at Dodger Stadium and a Dodger night at the Home Depot Center.  LA Galaxy Night at Dodger Stadium is tomorrow. “The Dodgers are offering LA Galaxy fans a ticket package starting at $27 that includes a ticket in the All-You-Can-Eat-Pavilion and access to a pre-game autograph session from 5:40 p.m. to 6:20 p.m. in the right field pavilion with LA Galaxy players scheduled to attend: Colin Clark, Greg Cochrane, Todd Dunivant, Sean Franklin, Rafael Garcia, Bryan Gaul, Chandler Hoffman, Hector Jimenez, Kofi Opare, Brian Rowe, Charlie Rugg, Oscar Sorto, Kenny Walker and Gyasi Zardes as well as Associate Head Coach Dave Sarachan.Fans that purchase tickets by visiting will be able to get autographs from these players and pose for photos with the 2011 and 2012 MLS Cup Trophies. LA Galaxy players will participate in pregame jersey exchange and the ceremonial first pitch. Galaxy fans can enjoy Dodger favorite concession items including unlimited Dodger dogs, nachos, popcorn, peanuts and Coca-Cola products all included in the price of their ticket.”  These types of cross promotions are immensely valuable, as they put the Galaxy name before a new sports audience.