Continental x National Adventure Racing Series (NARS)

Continental Tyres, a global leader in automotive safety and performance, partnered with Cullen Communications to identify and secure a high-impact sponsorship opportunity that aligned with their brand values. In 2019, we brokered and launched the Continental Tyres National Adventure Race Series, a gruelling multisport challenge featuring trail running, cycling and kayaking in stunning rugged locations across Ireland.

As the official agency managing the sponsorship, we took a hands-on approach from the outset. We coordinated a national launch event, managed media relations across both motoring and sports press, and created dynamic content to bring the action to life. Our team also handled social media management for the series, generating race updates, athlete profiles and real-time stories from the trail.

To maximise brand impact on the ground, we oversaw marketing activations at events across the country and supported Continental in recognising the top male and female champions at the season-end awards. Our efforts helped position Continental as a performance-first brand that celebrates endurance, resilience, and outdoor spirit.