Germany's FA has now acquired a new partner, with tire manufacturer Continental set to be a sponsor of the men's team for the next four years.

Ahead of the upcoming 2022 FIFA World Cup, Germany's men's team now has a new sponsor. The nation's football association (Deutscher Fußball-Bund) has revealed that the organization and tire manufacturer Continental AG will now be partners for four years. In addition to being featured during the men's senior team's matches, this four year arrangement also covers the under-21 side.

Continental, known simply as Continental or "Conti", has been in existence since 1871 and is headquartered in Hannover, Germany. The conglomerate is based worldwide, with operations in North America (USA, Canada, Mexico), South America, and of course, Europe. Some of the company's customers include well-known names such as BMW, Ford, GM, Toyota, Honda, Renault, Daimler AG, Porsche, as well as trucking companies such as Koegel and Freightliner Trucks.

This deal between Continental and the DFB marks the third football-linked association for the company, who is already in a long-term agreement with Major League Soccer as well as the FA Women's League cup. 

Indeed, Continental is no stranger to one of the world's most popular sports, as reflected in a statement made by Dr. Holger Blask, a managing director of sales and marketing at the DFB after the deal was announced.

"Continental has been at home in the sponsorship of the biggest international football competitions for more than two decades, [and as such] is now continuing this tradition with national team sponsorship. After all, we not only share the passion for the game but above all, the striving for top performance and innovation".