26th March 2026, Hanover, Germany: Continental Tires announces a three-year sponsorship with the world's premier off-road cycling series—the Life Time Grand Prix. The sponsorship sees Continental named as the Official Gravel and Mountain Bike Tire of the series through 2028.
As part of Continental's commitment to connecting with gravel cyclists and mountain bikers, the sponsorship with the Life Time Grand Prix's portfolio of off-road events elevates the brand's presence in the off-road community. The sponsorship looks to deepen consumer understanding of tire selection across different terrains and riding styles.
As part of the multi-year agreement, Continental will hold this title across the following Life Time Grand Prix events:
- Life Time Sea Otter Classic: Official Gravel Tire
- Life Time UNBOUND Gravel presented by Shimano: Official Gravel Tire
- Life Time Leadville Race Series MTB Events and Life Time Leadville Trail 100 MTB Race presented by Kenetik: Official Mountain Bike Tire
- Life Time Big Sugar Classic:
- - Life Time Little Sugar MTB: Official MTB Tire
- - Life Time Big Sugar Gravel presented by Kenetik: Official Gravel Tire (for 2027/28)
The sponsorship represents a significant commitment to the off-road scene, focusing on bringing competitive and high-performance equipment to both elite riders and cycling enthusiasts.
Shane Messner, Continental's Head of Bicycle the Americas, said, "Life Time and Continental's goals align - we are both looking to grow gravel and cross country mountain biking in a meaningful way and bring competitive racing opportunities to the United States.
"Since the inception of the Grand Prix in 2022, Life Time has shown a commitment to the series, and we are excited to join them and provide opportunities for all athletes to connect with our tires."
Michelle Duffy, VP Marketing, Life Time Grand Prix, said, "The Life Time Grand Prix continues to attract industry leaders who believe in the future of off-road racing. Continental brings a legacy of innovation and technical expertise that not only enhances our events but also helps elevate the entire sport for athletes at every level. "
Continental remains present in the elite field with sponsored athletes selected as part of the 2026 Life Time Grand Prix women's and men's rosters, including:
- Rosa Klöser, 2024 UNBOUND Gravel 200 winner
- Torbjørn Røed, 3rd in the 2025 overall men's series
- Melisa Rollins, Leadville Trail 100 MTB 2024 and Chequamegon 2025 winner
- Brendan Johnston, 4th in the 2024 overall men's series
By integrating technical expertise directly into the race series, Continental aims to ensure that cyclists of all abilities, across all terrains, have the right tires under them.
Find out more about Continental's gravel and MTB tire range here and the Life Time Grand Prix 2026 series here.
Continental is a leading tire manufacturer and industry specialist. Founded in 1871, the company generated sales of €19.7 billion in 2025 and currently employs around 78,000 people in 54 countries and markets.
Tire solutions from the Tires group sector make mobility safer, smarter, and more sustainable. Its premium portfolio encompasses car, truck, bus, two-wheel, and specialty tires as well as smart solutions and services for fleets and tire retailers. Continental has been delivering top performance for more than 150 years and is one of the world's largest tire manufacturers. In fiscal 2025, the Tires group sector generated sales of 13.8 billion euros. Continental's tire division employs more than 56,000 people worldwide and has 19 production and 16 development sites.
Continental Bicycle Tires: Continental is a worldwide leader in bicycle tire innovation with over 150 years of experience in the industry. Continental's rigorous testing and their revolutionary technologies, such as the unbeatable Black Chili compound, have produced some of the most highly respected products on the market today. The Continental product family includes the flagship road tire Grand Prix 5000, the gravel-specific tire range Terra, and its range of MTB tires developed using Gripology, the science of grip, in collaboration with top pro-athletes. Continental's Urban Taraxagum tire, created from dandelion rubber, continues to receive international accolades for its pioneering approach to sustainability.
