Continental Tyres Euro 2016 sponsorship thanks designated drivers

Continental Tyres has kicked off its Uefa Euro 2016 sponsorship which pays tribute to football’s designated drivers.

The #DesignatedDrivers campaign will launch tomorrow (20 April) and pays tribute to the unsung heroes of football who help bring fans to football stadiums every week.

The campaign will run across TV, digital, social and radio and aims to put the spotlight on the parents, friends and coach drivers who transport around 450,000 UK football fans to games each week.

Continental Tyres’ campaign is encouraging fans to thank their own designated driver with a personalised film and in doing so they will be entered into a draw to win a VIP trip to tournament in France.

In attempting to reach football fans Continental Tyres has agreed a month long partnership with TalkSport. The radio station will invite listeners to call in a personal thank you message to their designated driver which in turn will give them the chance to win VIP tickets.

Marketing communications manager, Peter Robb, Continental Tyres, said: “Our messaging is about getting you to game safely, which means the drivers occasionally get forgotten. So we wanted to celebrate and reward these unsung heroes by giving them an unforgettable trip to the UEFA Euros 2016. The campaign delivered by The Moment gave us perfect opportunity to do so.”

Matthew Weiner, senior strategist, The Moment, added: “We are incredibly proud to be working with Continental Tyres and to have created a campaign which celebrates those heroes of the game who keep the wheels of football turning.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.