Continental Tyres continues to cement its role as a passionate supporter of English rugby, blending high-performance brand values with authentic storytelling and athlete-led experiences.

In 2024, two standout activations, the Ambassadors Content & Promo Launch and a Twickenham Hospitality Experience hosted by Chris Ashton, demonstrated how Continental is elevating its partnership with the RFU both on and off the pitch.

Campaign 1: Continental Tyres × RFU × England – Ambassadors Activation

Objective

The goal was to amplify Continental Tyres’ brand presence within the rugby community by leveraging high-profile England Rugby talent. With Ellie Kildunne representing the Red Roses and a male EPS player joining the campaign, the focus was on creating authentic, dynamic content that embodied performance, precision, and endurance—values shared by both the brand and athletes.

Activation

The content day fused elite rugby with automotive adrenaline. Ellie stepped into the official England kit for a powerful photoshoot celebrating team pride and athleticism, before shifting gears at Mercedes-Benz World. There, she and her fellow ambassador tested Continental’s tyres on the skid pan and race track—captured on camera in thrilling, high-energy content.

This dual narrative—sporting resilience and driving precision—was rolled out across social media, digital campaigns, and retailer promotions, including competitions that put fans at the heart of the activation.

Why It Worked

Ellie’s resilience and high-performance ethos mirrored Continental’s brand promise, creating a natural brand-athlete alignment. By combining striking rugby visuals with automotive action, the campaign captured cross-audience appeal—connecting rugby fans, lifestyle followers, and motoring enthusiasts.

Impact

The campaign generated increased engagement across social platforms, boosted brand awareness within rugby and lifestyle demographics, and laid the foundation for future athlete-led activations. Behind the scenes, stunning imagery of Ellie in both sport and driving environments created storytelling assets that resonated long after launch.

Campaign 2: Chris Ashton Hosts Continental Tyres Box at Twickenham

Objective

Alongside digital storytelling, Continental Tyres also wanted to deliver real-world experiences that deepened connections with key stakeholders. Hosting an exclusive hospitality event at Twickenham reinforced their position as a committed RFU and England partner, with a focus on intimacy, authenticity, and premium brand alignment.

Activation

Former England rugby star Chris Ashton was the perfect host for the Continental Tyres Box, welcoming 19 guests to a premium setting during a marquee fixture. Ashton’s role balanced entertainment with brand storytelling. He delivered:

• A mid-lunch stand-up filled with humour and rugby anecdotes to set the tone.

• A post-lunch roundtable, guiding guests through match predictions and sharing his own match day experiences.

Between formal speaking moments, Ashton moved through the room, sparking small-group conversations that allowed for authentic, one-to-one engagement. The brand’s wider story—including its grassroots support through the Continental Tyres Schools Cup finals at Twickenham—was woven seamlessly into the day.

Why It Worked

Ashton’s approachable style made the event feel personal, while his rugby credibility ensured guests were engaged and entertained. The hospitality mirrored Continental’s values of precision, performance, and community, creating memorable moments for all attendees.

Impact

The event strengthened brand loyalty among key rugby stakeholders, with positive feedback on the intimate, authentic atmosphere. It reinforced Continental Tyres’ reputation as a passionate supporter of English rugby at every level—grassroots to elite.

Overall Takeaway

Through bold digital storytelling with Ellie Kildunne and premium in-person engagement with Chris Ashton, Continental Tyres demonstrated the power of athlete partnerships to deliver reach, authenticity, and lasting impact—both on screen and at Twickenham.

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