As a performance-oriented company, Continental also deliberately promotes top-class sport, since without professional foundations, clubs and teams cannot become permanently established in the top leagues. We set up the "Pro Sport Hanover" initiative so that even more sportsmen and women in the Hanover region can achieve this in the future. The focus is on the professional exchange between sport, business, and politics, as well as the motto "learning from the best." Each calendar year, support is given to four projects in which the athletes/teams have either already given an outstanding performance or are on their way to doing so. The projects include individual sports, team sports, and sports for disabled people.