August 11 – Tyre manufacturer Continental has signed up to sponsor the Copa do Brasil, the Brazilian Cup organized by the Brazilian Football Confederation CBF.
The Brazilian cup was founded in 1989 and features 86 Brazilian clubs sides from the Brazil’s 26 states and the capital’s federal district. Gremio and Cruzeiro are the most successful clubs in the cup’s history with four titles each.
Sadia, a major Brazilian food processor and leading exporter of meat-based products, is the Copa do Brasil’s main sponsor. Continental will debut with its sponsorship in this year’s second round matches. The German company will also deliver a promotional campaign that includes media activities and the dealer’s network in Brazil.
“After sponsoring three editions of the World Cup, we have begun a global project that foresees the continuity of the use of football as a platform of communication, but now with a local focus,” explained director-superintendent of Continental Pneus Mercosul Renato Sarzano. “Continental has a strong link with dynamism and performance, natural requirements in football, in its DNA.”
Continental is expressing its global strategy with a local point of access through multiple sponsorship deals. They are among others partners of Major League Soccer in the US and the German Bundesliga, of the Irish and England women’s teams, of the Asian Cup and the Spanish and Chinese national teams.
From 2016, Continental will resume their role as a key sponsor of the European Championships, to be hosted by France in an expanded edition with 24 participating teams from June 10 to July 10.
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