Continental stays on track with Copa do Brasil
Continental, the Germany-based tyre manufacturer, has renewed its title sponsorship of the Copa do Brasil, Brazilian soccer's knockout cup competition.
The duration of the new contract, which begins with the 2019 edition, was not revealed.
Continental first put its name to the Copa do Brasil in 2016, having come on board as a commercial partner from the round of 16 in the previous season. Sadia, a major Brazilian food producer, was the previous title sponsor, back in 2014.
The company said its association with the competition had helped increase the brand's exposure throughout Brazil.
According to Continental, the 2018 competition, won by Cruzeiro, provided more than 110,000 appearances of the Continental brand across all forms of media, with some 124 hours of TV exposure and 89 million viewers.
Continental said it is planning more activity around social media for the 2019 Copa do Brasil, which runs from early February to early September.
The Copa do Brasil is part of Continental's stategy, initiated in 2014, to focus on regional soccer sponsorship deals.
It had been a second-tier Fifa World Cup sponsor for 2006 Germany, 2010 South Africa and 2014 Brazil, but was not involved for this year's tournament in Russia.
Earlier this year, wholesale network Assai put its name to Brazil's top-tier Campeonato Brasileiro until the end of 2019 in a deal with the CBF, the Brazilian soccer confederation.
It is the first time the Brazilian league has had a title sponsor since US car maker Chevrolet pulled out, after three years, at the end of 2016.