Using Sport to Support Social Projects Worldwide
As a sponsor of the FIFA Soccer World Cup 2014TM in Brazil, Continental not only promotes soccer at a professional level. It also gives all employees a chance to compete in the corporation's very own international soccer tournament: the ContiTeamCup. In the summer of 2013, all soccer fans in the company were called on to form teams and take part in the 3rd ContiTeamCup. Organized every four years, the tournament extends over a full year. First the various teams at a location vie to determine the local champion. Then the respective winners go on to play at the regional and national levels. After this, the national champions, divided up into groups, and face off against one another to garner a place in the finals near Frankfurt am Main, Germany, in September 2014. By the end of 2013, 129 men's and 33 ladies' teams from 35 countries had registered for the tournament.
In line with the motto of the event – "fit for the future" – the tournament focuses not only on sport but also on promoting an exchange between cultures and locations. The winning teams each receive a check in the amount of €15,000 to use for a good cause in their region.
Alternating with the ContiTeamCup is the ContiRunningWeek, which likewise sees Continental employees around the world take part – starting off in Asia, then in Europe and Africa, and finally in America. In 2012, some 18,000 employees set off running or walking for a good cause at over 90 locations in 20 countries.