Incapital and Continental are to sponsor the Herbalife World Football Challenge series of friendly matches in North America, reports SportsPro.
Underwriter and financial product distributor Incapital will have branding on LED signange and static advertising hoardings at stadiums hosting the matches, which will feature leading European teams taking on the best in Major League Soccer (MLS). It will also sponsor the competition's most valuable player award, as well as man of the match and fan of the match prizes at individual games.
John Radtke, the chief executive of Incapital, said: "In our line of business we pride ourselves on being associated with the very best in the financial services industry, so from a sponsorship angle it seemed like a natural fit to attach our name to an event that will feature some of the best in the world on the soccer pitch."
Continental, meanwhile, has become the official tyre of the series. The Fifa World Cup and MLS sponsor will have an extensive in-venue presence, including branding on pitch-side hoardings and hospitality.
Travis Roffler, the director of marketing for Continental Tire, said: "Our MLS sponsorship has been a huge success for us and has enabled us to reach a broad audience with our complete line of tyres for all vehicles. We feel the World Football Challenge is one more way to get in front of this very loyal audience and introduce them to our technology and performance-driven products."
The 2012 Herbalife World Football Challenge will consist of nine games played between 18th July and 11th August at stadiums across the US and Canada, featuring the likes of Uefa Champions League winners Chelsea, Real Madrid, and MLS champions LA Galaxy.