Continental Tire has signed a new partnership with the ARCA Menards Series that begins with the 2027 racing season, the company announced on October 16 from its U.S. base in Fort Mill, South Carolina. The deal widens Continental’s footprint in motorsports and gives the tire maker a direct line to one of stock-car racing’s most loyal and engaged fan communities.

The ARCA Menards Series has been part of American motorsports for more than 70 years. Over that time it has served as a proving ground for drivers, teams and industry partners, and it is widely regarded as one of the sport’s most respected development platforms.

Connecting the track and the road

Continental sees the series as a way to reach an audience that shares its interest in performance, competition, engineering and automotive culture. According to the announcement, the interests of ARCA fans closely match the company’s long-standing focus on premium tire technology and performance-driven products.

The company is also using the partnership to underline the link between racing and everyday driving. It says the engineering and innovation that define motorsports carry through to the tires it supplies to millions of drivers, from enthusiast and performance cars to family SUVs and daily commuters.

Motorsports has long been an important part of Continental’s heritage, making the ARCA Menards Series a natural fit for our brand. This partnership allows us to connect with passionate racing fans while reinforcing the link between the performance, innovation and engineering found on the track and our products trusted by drivers every day. We are excited to support the ARCA community and continue growing Continental’s presence in motorsports.

— Brian Beierwaltes, Head of Marketing, U.S. Passenger and Light Truck, Continental Tire

Marketing, fan engagement and race-weekend activations

Continental describes the agreement as another step in its ongoing investment in motorsports and in enthusiast automotive communities across North America. Working with ARCA, the company plans integrated marketing initiatives, fan engagement opportunities and race-weekend activations.

While the Continental name is new to the series, the company’s family of brands is not. General Tire and Hoosier Racing Tire have supported ARCA competitors since 1995, a relationship Continental now plans to build on under its own flagship brand.

The Continental name may be new to ARCA competition, but our commitment to the series is anything but new. Through General Tire and Hoosier Racing Tire, our family of brands has proudly supported ARCA competitors since 1995. We are excited to build on that foundation and bring Continental’s global reputation for innovation, performance and confidence to one of America’s most respected developmental racing series.

— Alexandra Gaillard, Global Chief Marketing Officer, Continental Tire

Continental Tire and the ARCA Menards Series say they aim to build meaningful connections with racing fans nationwide while supporting the continued growth of the series. More information on the company’s passenger and light truck lineup is available from Continental Tire.

Source: Continental Tire and ARCA Menards Series launch new partnership ahead of 2027 season (ARCA Menards Series press release, October 16, 2026).