Continental has agreed a three-year deal to become the presenting partner of the Sea Otter Classic in Monterey, California.
The first ‘Sea Otter Classic Presented by Continental’ runs from 16th to 19th April 2020, when the cycling festival will celebrate its 30th anniversary. The tyre brand will also be showcasing its ranges across off-road and road.
As an exhibitor at last year’s event, Continental launched its global ‘Gripology’ mountain bike campaign, screening of the launch film featuring a host of the brand’s athlete ambassadors, including Andreu Lacondeguy, Danny MacAskill, Fabio Wibmer, Martin Söderström and The Athertons, and an exclusive Q&A with the special guests at Sea Otter.
Oliver Anhuth, global head of marketing for Continental, said: “Sea Otter Classic is the summit of the consumer events in cycling. We had a fantastic time last year launching our Gripology campaign to the thousands of visitors, and we are really looking forward to making an even greater impact next year, as Presenting Partner.
“The engineering and technology that goes into our products, across off-road and road, is second to none and Sea Otter is the perfect opportunity to network with fellow industry leaders and engage with the very people who ride, or may one day ride, our tires. Through our heritage and expertise, we want to shape the industry and our presence at both Sea Otter and the Bicycle Leadership Conference will help us do that.”
The brand will be the Gold Sponsor of the Bicycle Leadership Conference, hosted in the lead-up to Sea Otter from 14th to 16th April 2020.
Sea Otter Classic founder and CEO Frank Yohannan added: “We are extremely pleased and excited to welcome Continental as a presenting sponsor for our 30th anniversary and beyond. Continental is a premier brand throughout the world. Our partnership is sure to produce exciting experiences in the years to come.”