A five-year deal has been signed between Continental and the African Football Confederation (CAF) to sponsor the tournament, including the 2019 edition to be held in Egypt.
Under a five-year agreement signed by the African Football Confederation (CAF), Continental, an international tire manufacturer, will sponsor the African Cup of Nations until 2023. The agreement follows the sponsorship of the Asian Cup of Nations in 2019, while the sponsorship of the African Cup, which will be held from June 21 to July 19 in Egypt, aims to increase the awareness of the Premium Continental tire brand on the African continent. The partnership, which was announced by the manufacturer’s Tires division, will include the next three editions of the tournament in 2019, 2021 and 2023, which will be held respectively in Egypt, Cameroon and Ivory Coast.
“The Africa Cup of Nations is the most important sporting competition on the African continent, a region where we are aiming for increased growth in the coming years,” said Jon Ander Garcia, Regional Director for Africa and the Middle East. East, at Continental.
“Africa is a major emerging market for Continental and football is certainly the most popular sport. This sponsorship will bring us closer to consumers and bring us exciting and inspiring initiatives through the universal language of football. The Continental package will also include the exclusive sponsorship of the “Best Goalkeeper” award. As the last line of defense for a team, the goalkeeper’s role reflects Continental’s safety values.
Safety is also at the heart of Continental’s Vision Zero initiative, which aims to make roads safer in the future to achieve zero deaths, zero injuries and zero accidents. “We are pleased to welcome Continental as the new sponsor of the Africa Cup of Nations. This new partnership shows how our tournament is not only the most watched football event in Africa, but also the most important sporting event on the continent,” said Ahmad Ahmad, CAF President.
“We are very optimistic about the exchange of our respective values as part of such a partnership and, thanks to Continental, we look forward to the launch of the Best Goaltender Award,” he concluded.
Through this initiative, Continental continues to systematically regionalize its sports sponsorship strategy. In 2018, Continental made preliminary sales of 44.4 billion euros and currently employs approximately 244,000 people in 60 countries and markets.