Continental partners with COPA90 to launch MLS campaign.
International fan soccer website COPA90 is working with Major League Soccer (MLS) official sponsor, Continental Tyre, on a new campaign to position the brand at the heart of the soccer fan community. A new #OdetoSoccer series of branded content films is being used to build on Continental’s existing #OdetoSoccer campaign by adding COPA90’s unique style of creating content to reflect the values of MLS as a fan-focused league that engages supporters through social media.
COPA90US has engaged 22 fans to share why they love their teams and what the club means to the supporters/city. This is the first COPA90 branded campaign to go live in the US. The campaign is intended to move Continental beyond product messaging to connect with soccer supporters. Travis Roffler, director of marketing at Continental Tyre, said: “Our partnership with COPA90 is an integral part of the new Continental brand direction within the soccer space. Our partnership with COPA90 builds on our #OdetoSoccer campaign and has opened up a whole new opportunity to meaningfully embrace soccer fan fever. Continental’s passion for the beautiful game runs deep and we’re excited to share the fans passion and stories of why soccer matters to them in a unique way.”
Will McDonough, US vice president of brand and commercial strategy at COPA90, said: “At COPA90, we believe soccer is the universal language. We tell the stories outside the 90 minutes and connect fans around the world. Our goal with Continental was to develop a narrative that engages all fans and shares their passion for their clubs, going far beyond the usual formulaic and predictable brand activity around soccer.”