Continental has become the exclusive tyre partner and official sponsor of the 2015 Asian Football Confederation (AFC) Cup as news reports suggests the firm is to end its partnership with the FIFA World Cup.
The deal with the continental body's flagship tournament, which will take place in Australia, comes the day after German newspaper Hannoversche Allgemeine published a story claiming the tyre manufacturer plans to step down as a World Cup sponsor to focus on work with regional confederations.
"We have nothing more to do with the coming events in Russia 2018 and Qatar 2022," the newspaper quoted a Continental spokesperson as saying.
Meanwhile, Continental executive vice-president António Lopes de Seabra, who is heading the passenger and light truck tyres replacement business in the Asia Pacific region, said the new deal is the first time the firm has invested in an international sponsorship package in the region.
"The decision is based on a consistent global brand positioning for the premium tyre brand Continental and underlines both the regional commitment as well as the passion for football," he added.
The company has a long history of involvement in global football sponsorship and, as well as the World Cup, has worked with the UEFA Champions League from 1995 to 2000, the UEFA 2008 and 2012 European Championship and Major League Soccer in the United States and Canada.
It will also support Euro 2016, which will be held in France.
"Soccer is the world's largest participation sports and especially fast growing in Asia," said Jing Wang-Winter, marketing director of Continental's passenger and light truck tyres replacement business in the Asia Pacific region.
"Football games prove to be an ideal platform for us to present our premium tyre brand to a global audience.
"We are excited to be an official sponsor of the Asian Cup 2015 now.
"I believe all the markets in APAC will benefit from this sponsorship in terms of increasing brand awareness as well as building a passionate premium brand image."
A FIFA spokesperson told insidethegames it would not comment on the reports of Continental ending its partnership with the World Cup.
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